Sadler Sports Insurance

What Sadler Sports Insurance does

Sadler Sports Insurance operates as a specialized U.S. insurance agency focused exclusively on sports and recreation organizations. The company is a division of Specialty Program Group, LLC, headquartered in Columbia, South Carolina, and insures more than 15,000 organizations annually across 78+ sports and activity categories including team sports, individual instructors, fitness professionals, facilities, camps, tournaments, and special events. Its product portfolio spans accident, general liability, directors & officers, crime, equipment, cyber risk, workers' compensation, business auto, property, and sports interruption coverage, supplemented by sport-specific programs and instructor policies priced on an annual subscription basis starting at $194.

The company's underlying technology is an insurance platform that delivers instant online quotes in under 60 seconds and certificate issuance in under 5 minutes. Distribution combines a self-serve digital portal with toll-free inside-sales support (800-622-7370) and a network of independent agents and brokers. Endorsed-insurer relationships with major national youth sports governing bodies — including American Youth Football, Dixie Youth Baseball, Dixie Softball, Dizzy Dean Baseball, American Football Association, National Field Archery Association, NAYS, ACA, and SODA — function as a primary customer acquisition channel, and the company advertises premium savings of up to 38% versus competing policies.

Sadler's revenue model is insurance premium-based with annual billing cadence. Pricing is quote-driven and varies by sport type, organization size, coverage limits (typically $1M-$6M general liability, up to $100k accident), and risk factors. The company also provides a free risk-management library of articles, forms, templates, and videos as a value-add for clients, and is led by President John M. Sadler, JD, CIC, a 26-year sports and recreation insurance specialist.

Name

Sadler Sports Insurance

Legal name

Sadler Insurance, Division of Specialty Program Group, LLC

Website

https://sadlersports.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

11–50 employees

Short description

Sadler Sports Insurance is a U.S. agency specializing in accident, liability, and related coverage for 15,000+ sports and recreation organizations across 78+ activities, operating as a division of Specialty Program Group, LLC with digital self-serve and agent distribution.

Ownership category

akta.pro rank

Product category

Sports and Recreation Insurance

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321)

akta.pro primary industry

Professional Liability (Errors & Omissions) (FSAJADAB)

akta.pro secondary industries

Adventure Sports & High-Risk Activity Travel/Accident Insurance (FSAJAJAL), Event Cancellation & Contingency (FSAJAGAN)

Keywords

• Sports insurance
• Recreation insurance
• General liability insurance
• Accident insurance
• Youth sports insurance

Headquarters

HQ city

Columbia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Insurance Premium Revenue: Revenue generated from selling various insurance policies including Accident, General Liability, D&O, Crime, Equipment, Cyber Risk, Workers' Compensation, Business Auto, Property, and Sports Interruption Insurance to sports and recreation organizations.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Sadler Sports Insurance is a specialized insurance agency that sells accident, general liability, directors and officers, crime, equipment, cyber risk, workers' compensation, business auto, property, and sports interruption insurance policies to sports and recreation organizations and instructors across 78+ sport and activity categories. Coverage is delivered through sport-specific programs, association-endorsed programs, instructor liability products, camps and tournament coverage, facility and special event policies, plus bundled risk management resources. Customers can obtain instant online quotes in under 60 seconds and receive certificates of insurance in under 5 minutes.

Product overview

Sadler Sports Insurance is a specialized insurance agency offering a comprehensive portfolio of sports and recreation insurance products. The core offerings include Accident Insurance, General Liability Insurance, Directors & Officers Liability Insurance, Crime Insurance, Equipment Insurance, Cyber Risk Insurance, Workers' Compensation, Business Auto Insurance, Property Insurance, and Sports Interruption Insurance. These are complemented by sport-specific insurance programs covering over 60 sports (archery through wrestling), instructor insurance programs (Pilates, Yoga, Zumba, and other fitness instructors), association endorsement programs, camps & tournaments insurance, facility insurance for sportsplexes and recreation centers, and special events insurance. The company also provides free risk management tools including forms, articles, templates, and videos. Sadler operates as a division of Specialty Program Group, LLC and delivers instant online quotes and certificates.

Differentiator

Problem solved

Functional benefit

Products and services

• Accident Insurance Excess accident medical coverage that pays medical bills on behalf of injured participants regardless of fault, with typical limits from $25,000 to $100,000, designed for sports and recreation organizations.
• General Liability Insurance Coverage for bodily injury, property damage lawsuits, and other negligence claims with limits from $1M to $6M per occurrence for sports and recreation organizations.
• Directors & Officers Liability Insurance Coverage for wrongful termination, discrimination allegations, and failure to follow organizational rules, protecting volunteer boards and executives of sports organizations.
• Crime Insurance Protection against employee and volunteer embezzlement or theft of cash and equipment by outsiders, typically with limits of at least $25,000.
• Equipment Insurance Replacement cost coverage for sports equipment against perils such as theft, vandalism, wind, and fire.
• Cyber Risk Insurance Insurance coverage for cyber-related risks and liabilities faced by sports and recreation organizations.
• Workers' Compensation Workers' compensation coverage for paid staff and employees of sports and recreation organizations.
• Business Auto Insurance Coverage for business vehicles and non-owned/hired auto liability for sports and recreation organizations.
• Property Insurance Coverage for buildings and property owned by sports and recreation organizations.
• Sports Interruption Insurance Coverage for interruptions to scheduled sports events and activities.
• Association Endorsed Insurance Programs Endorsed association insurance programs covering leagues and organizations affiliated with major U.S. youth and adult sports associations, including American Youth Football, DYB/DYS, DB Baseball, Dixie Softball, Dizzy Dean, American Football Association, National Field Archery Association, and SODA.
• Camps and Tournaments Insurance Insurance coverage for sports camps, clinics, combines and showcases, day camps, tournament hosts, and international travel medical and evacuation coverage.
• Sports and Recreation Facilities Insurance Comprehensive coverage for sportsplex and recreation facility owners, gymnastics schools, cheer schools, martial arts studios, batting cages, bowling centers, escape rooms, golf driving ranges, indoor rock climbing, miniature golf, paintball fields, racquetball facilities, roller skating rinks, skateboard parks, swim clubs, trampoline parks, video arcades, and water amusement parks.
• Fitness Instructor and Health Club Insurance Insurance for fitness instructors, health clubs, and fitness studios including personal trainers, aerobics, indoor cycling, and related fitness professionals.
• Special Events and Entertainment Insurance Coverage for special events, weather insurance, event cancellation insurance, vendor insurance, polar plunge, small fair and festival, mud run and obstacle course, haunted house, bands, and entertainers.
• Risk Management Solutions Free risk management programs, videos, forms, articles, and templates provided to clients to help manage sports and recreation organization risks.
• Baseball Insurance Comprehensive coverage for baseball teams, leagues, camps, and tournaments including general liability, accident, D&O, crime, and equipment insurance.
• Basketball Insurance Comprehensive coverage for adult and youth basketball teams and leagues including accident, general liability, D&O liability, crime, and equipment protection.
• Archery Insurance Specialized coverage for archery teams, leagues, tournaments, camps, and instructors including accident, general liability, D&O, crime, and equipment protection.
• Cycling Insurance Customizable cycling insurance with general liability limits from $1M to $6M and accident coverage up to $100,000, with deductible options.
• Water Sports Insurance Comprehensive water sports coverage including canoeing, kneeboarding, wakesurfing, water skiing, wakeskating, windsurfing, wakeboarding, kiteboarding, and sailing insurance for clubs, events, camps, and instructors.
• Yoga Instructor Insurance Liability insurance for yoga instructors with $1M to $5M limits, including professional and sex abuse/molestation coverage, with prices starting at $194.
• Pilates Instructor Insurance General liability insurance for Pilates instructors with limits from $1M to $5M, including sex abuse/molestation and professional liability coverage, with no association requirements.
• Zumba Instructor Insurance Liability insurance for Zumba instructors with $1M to $5M limits, including sex abuse/molestation and professional liability coverage, with no requirement to join an expensive association.

Quantifiable outcome

• Savings of up to 38% compared to competing policies
• +3 more outcomes

Named customers10 records

Segments10 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• American Youth Football (AYF)coreGTM or Marketing PartnerMajor youth football organization that endorses Sadler Sports Insurance for its member leagues. AYF logo displayed on Sadler website indicating preferred status.
• Dixie Youth Baseball (DYB/DYS)coreGTM or Marketing PartnerDixie Youth Baseball organization endorses Sadler for its member baseball leagues. Dixie Youth logo displayed on Sadler website.
• Dixie Baseball (DB Baseball)coreGTM or Marketing PartnerDixie Baseball organization endorses Sadler for its member organizations. DB Baseball logo displayed on Sadler website.
• Dixie SoftballcoreGTM or Marketing PartnerDixie Softball organization endorses Sadler Sports Insurance for its member leagues. Dixie Softball logo displayed on Sadler website.
• Dizzy Dean BaseballcoreGTM or Marketing PartnerDizzy Dean Baseball organization endorses Sadler for its member leagues. Dizzy Dean logo displayed on Sadler website.
• American Football Association (AFA)coreGTM or Marketing PartnerAdult football association that endorses Sadler Sports Insurance for its member organizations. AFA logo displayed on Sadler website.
• National Field Archery Association (NFAA)coreGTM or Marketing PartnerNational archery organization that endorses Sadler for archery club insurance. NFAA logo displayed on Sadler website and referenced for instructor certifications.
• Sadler/SODAcoreGTM or Marketing PartnerSportsplex Operators of America (SODA) partnership providing insurance for sports facility operators. SODA logo displayed on Sadler website.
• PlayLive NationminorGTM or Marketing PartnerYouth sports platform partner endorsed by Sadler Sports Insurance. PlayLive Nation logo displayed on Sadler website.
• National Alliance of Youth Sports (NAYS)coreGTM or Marketing PartnerNAYS endorses Sadler Sports Insurance for youth sports organization coverage. NAYS logo displayed on Sadler website.
• American Camp Association (ACA)coreGTM or Marketing PartnerACA accreditation recognized by Sadler Sports Insurance. ACA logo displayed on Sadler website indicating endorsement relationship.
• Massachusetts Bay Youth Baseball League (MBYLL)minorGTM or Marketing PartnerRegional youth baseball league that endorses Sadler Sports Insurance. MBYLL logo displayed on Sadler website.
• Specialty Program Group, LLCcoreOthersParent company of Sadler Insurance. Sadler is a division of Specialty Program Group, LLC, doing business in California as SPG Insurance Solutions.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• SportGuard Insurance: Niche sports and recreation insurance agency offering liability and accident coverage for leagues, camps, and instructors. Closely comparable in customer segment and product mix to Sadler's mid-market sports organization book.
• RPS (Risk Placement Services) Sports & Entertainment: Specialty insurance broker with a dedicated sports and entertainment practice serving amateur and professional teams, leagues, and events. Overlaps with Sadler in specialty placement and program design for sports organizations.
• Players Health: Insurance and risk management platform purpose-built for youth sports organizations. Competes with Sadler in the youth sports league and association endorsement segment with a modern, digital-first distribution model.
• K&K Insurance Group: Specialty insurance provider focused on sports, leisure, and entertainment organizations, offering accident, liability, and event coverage. Direct competitor to Sadler with comparable vertical specialization and product breadth across amateur sports.
• Heffernan Insurance Brokers: Mid-sized insurance brokerage with a dedicated sports and recreation practice offering liability, accident, and D&O coverage to leagues, camps, and instructors. Comparable in size, vertical focus, and customer mix to Sadler.

Broad incumbents

• Brown & Brown, Inc. Large US insurance brokerage with sports and recreation specialty practices. Competes with Sadler for mid-market leagues, camps, and recreation organizations through both direct and agent/broker channels.
• Markel Sports: Markel's specialty division underwrites sports and recreation programs as part of a much broader specialty insurance portfolio. Competes with Sadler in amateur sports liability and accident coverage but is significantly larger and more diversified.
• Aon: Global insurance broker with sports industry expertise serving professional teams, venues, and event organizers. Overlaps with Sadler at the high end of the sports insurance market and competes for larger association programs.
• Marsh McLennan: Global insurance and risk advisory firm with a sports practice serving leagues, federations, and major events. Represents the upper end of the brokerage value chain versus Sadler's SMB-focused sports specialization.
• Arthur J. Gallagher & Co. Global insurance brokerage with deep sports and recreation practice serving professional teams, colleges, and amateur leagues. Provides overlapping specialty brokerage services to Sadler's mid-market and association customers at greater scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sadlersports
• Facebookfacebook.com/Sadler-Sports-Recreati
• LinkedInlinkedin.com/company/sadler-sports-&-recreation-insurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sadler Sports Insurance