Sports Where I Am

What Sports Where I Am does

Sports Where I Am is a privately held Australian online ticketing intermediary that connects travelers with sports events worldwide. Founded in 2015 by WhereIAm Group Pty Ltd (ACN 157 847 928) and headquartered in Cremorne, Melbourne, the company operates a portfolio of three platforms: the consumer-facing sportswhereiam.com, the travel professional solution SWIA Travel at swiatravel.com, and a partner trade portal at login-trade.sportswhereiam.com. The Sports Where I Am name and logo is a registered trademark of the parent group.

The platform uses geo-location technology to surface sporting events in a user's area and routes ticket purchases through a network of third-party ticket sellers (TPS) operating in the secondary market. The company does not hold primary inventory and is not affiliated with any sports team or venue; instead, orders are fulfilled by participating ticket sellers who deliver via e-tickets, will-call, or international shipping. All account pages are protected with SSL encryption, and the company holds GDPR and Australian Privacy Act 1988 compliance certifications.

The company earns revenue through a 15% service fee per ticket plus delivery charges, with a 100% money-back guarantee covering order acceptance failures, non-delivery, cancelled events, or invalid tickets. It serves two customer segments: individual travelers seeking trustworthy tickets to sporting events at their destinations (primary segment), and travel professionals — agents, tour operators, and travel agencies — who need a reliable events solution for their clients (secondary segment, served via SWIA Travel). The platform supports multi-currency checkout, provides customer support via email and Australian and international phone numbers, and operates globally with no disclosed geographic restrictions. There is no evidence of external venture capital or institutional funding; the company appears to be founder/group-owned and bootstrapped.

Name

Sports Where I Am

Legal name

WhereIAm Group Pty Ltd

Website

https://sportswhereiam.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Sports Where I Am is an Australian online secondary-market ticketing intermediary that connects travelers with global sports events via its consumer platform, SWIA Travel B2B solution, and partner trade portal, earning a 15% service fee per ticket.

Ownership category

akta.pro rank

Product category

Secondary Ticket Marketplace

NAICS

Spectator Sports (7112), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Secondary Ticket Marketplaces (Resale/Exchange) (MPAGAJAB)

akta.pro secondary industries

Ticket Resale & Secondary Market Services (HSACALAN), Sports Events & Match Tickets (THAJAFAE), Sports Team, Tournament & Training Travel (THAKAGAI)

Keywords

• Sports ticket resale
• Secondary ticket marketplace
• Travel event booking
• Sports travel services
• Event ticketing platform

Headquarters

HQ city

Cremorne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket Transaction Fees: The company operates as a secondary market ticket reseller. Revenue comes from service fees charged on ticket transactions. All ticket prices include additional service charges and handling fees.
2. Service Fee Revenue: 15% service fee per ticket associated with site operation, customer service center operation, and other costs associated with fulfillment of ticket requests. Delivery costs are also charged based on chosen delivery method.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels1 record

Core offering

Sports Where I Am operates an online secondary ticket marketplace that connects travelers with third-party ticket sellers for sporting events worldwide, charging a 15% service fee per ticket plus delivery costs. Its consumer site (sportswhereiam.com) uses geo-location to surface local sports events and redirects users to integrated ticket-seller platforms for purchase, while SWIA Travel (swiatravel.com) extends the offering to travel professionals as a dedicated booking channel.

Product overview

Sports Where I Am operates a multi-platform portfolio consisting of three connected products: (1) the main consumer platform at sportswhereiam.com that connects travelers with sports events via geo-location and redirects to third-party ticket platforms for purchases; (2) SWIA Travel, a dedicated solution for travel professionals launched at swiatravel.com; and (3) a trade/partner portal at login-trade.sportswhereiam.com for partner access and management. The platforms collectively serve travelers seeking sports tickets globally.

Differentiator

Problem solved

Functional benefit

Brands

• SWIA Travel: An events solution for travel professionals, launched as a separate platform at swiatravel.com.

Products and services

• Sports Where I Am (sportswhereiam.com) Online platform that uses geo-location technology to find sporting events in a user's area, provides event and venue information, and acts as an interface connecting users to third-party ticket sellers for booking and purchasing tickets. Targets individual travelers seeking trustworthy sports tickets globally.
• SWIA Travel Events solution designed specifically for travel professionals — travel agents, tour operators, and travel agencies — to source and book sports event tickets for their traveling clients. Operates as a separate platform at swiatravel.com.
• SWIA Trade Portal Partner and trade login portal for registered partners to access the Sports Where I Am platform, manage bookings, and handle ticket transactions for their clients.

Quantifiable outcome

• 100% Money Back Guarantee for cancelled events and non-delivery situations

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

One partnership is on record.

• Third-Party Ticket SellerscoreOthersOrders are fulfilled by a network of participating third-party ticket sellers (TPS). The company acts as an intermediary connecting travelers with these secondary market ticket sellers. Ticket booking and purchase occurs directly through TPS platforms.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Viagogo: Viagogo is a global secondary ticketing marketplace operating across sports, concerts, and theatre. It shares the secondary-market, service-fee monetisation model and global footprint with Sports Where I Am.
• SeatGeek: SeatGeek operates a ticketing platform spanning primary and secondary sales with a strong sports-vertical focus. It competes for the same sports-fan buyer using a similar marketplace-plus-fees model.
• TickPick: TickPick is a secondary ticket marketplace with no buyer fees, competing on price transparency for sports and concert tickets. Comparable secondary-marketplace positioning with a consumer-first sports skew.
• Vivid Seats: Vivid Seats is a US-listed secondary ticketing marketplace covering sports, concerts, and theatre. Comparable secondary-marketplace mechanics, transaction-fee revenue model, and sports-vertical emphasis make it a relevant peer.
• StubHub: StubHub is the largest global secondary ticket marketplace, offering sports, concert and theatre tickets to consumers. It directly competes with Sports Where I Am for sports-ticket demand, but with vastly larger inventory and brand recognition.

Emerging players

• Headout: Headout is an on-demand tours, attractions, and event experiences marketplace. It serves a similar last-minute traveller-to-event use case and is expanding into live events and sports inventory, making it an emerging comparable.

Broad incumbents

• GetYourGuide: GetYourGuide is a global tours and experiences marketplace serving travellers with ticketed activities. It targets the same traveller-attending-events use case with a much broader non-sports catalogue.
• Klook: Klook is a leading Asia-Pacific travel experiences and attractions booking platform. It overlaps with Sports Where I Am's traveller customer segment and has expanded into sports and event ticketing inventory.
• Viator: Viator is a large online tours, attractions, and experiences marketplace owned by Tripadvisor. It serves the same traveller-to-events use case as SWIA Travel, bundling ticketed experiences with broader travel inventory.
• Ticketmaster: Ticketmaster is the dominant primary ticketing incumbent that also operates an official resale marketplace. It overlaps with Sports Where I Am on sports-ticket resale and has unmatched venue and team integrations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/sportswhereiam
• Facebookfacebook.com/sportswhereiam

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sports Where I Am