Sports Backers

Name

Sports Backers

Legal name

Metropolitan Richmond Sports Backers, Inc.

Website

https://sportsbackers.org

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Community sports event management and active living nonprofit services

NAICS

Sports and Recreation Instruction (61162), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Organizations (8600)

akta.pro primary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

akta.pro secondary industries

Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Community fitness events
• Nonprofit sports management
• Running race organization
• Active transportation advocacy
• Youth fitness programming

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Registration Fees: Revenue generated from participant registration fees for races, marathons, half marathons, 10K events, dragon boat festival, and various other athletic events throughout the year.
2. Corporate Sponsorships: Major revenue stream from corporate sponsors that attach their names to events, receive brand visibility, website presence, and opportunities to engage with participants and spectators at events. With about 15 events each year, various sponsorship levels are available.
3. Individual Donations: Tax-deductible donations from individuals supporting the mission of inspiring active living. The organization is a 501(c)(3) nonprofit (EIN: 54-1592267). Donations support advocacy for bike infrastructure, free fitness classes, kids fitness clubs, event development, and training teams.
4. Planned Giving: Legacy giving options including gifts through wills or living trusts, life insurance beneficiary designations, IRA beneficiary designations, and life-income gifts such as gift annuities or charitable remainder trusts.
5. Campaign Fundraising: The Building a Vibrant Community 2022-2027 Development Campaign aims to raise $3 million in multi-year pledges to support event growth, fitness class expansion, kids program expansion, trail infrastructure, volunteer leader engagement, and college scholarships.
6. Active Living Hub Campaign: Capital campaign to raise $1.3 million to renovate the new headquarters building on Lakeside Avenue along the Fall Line trail. Donations can be designated specifically to this campaign.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels9 records

Core offering

Sports Backers is a 501(c)(3) nonprofit that produces and supports approximately 15 major community sporting events each year—including the Allianz Richmond Marathon, Dominion Energy Riverrock festival, Ukrop's Monument Avenue 10K, and various running, walking, cycling and dragon boat events—and operates community programs such as Fitness Warriors (free fitness classes), Kids on the Move (youth fitness), Bike Walk RVA (active transportation advocacy), and the Fall Line trail initiative. The organization funds this work through paid event registrations, corporate sponsorships, individual donations, and philanthropic campaigns, and complements it with volunteer coach-led training teams and a regional Active Living Hub.

Product overview

Sports Backers is a 501(c)(3) nonprofit organization that operates as a platform of interconnected events, programs, and community initiatives all centered on inspiring active living. The core product portfolio consists of approximately 15 major running and outdoor sports events annually, including the flagship Allianz Richmond Marathon, Dominion Energy Riverrock festival, and various other running events. Supporting these events are Training Teams providing coach-led preparation programs. Beyond events, Sports Backers runs community programs including Fitness Warriors (free fitness classes), Kids on the Move (youth fitness), Bike Walk RVA (advocacy), the Fall Line Trail initiative, Active Living Leadership ALL Stars mentorship, and Active RVA certification. The organization also produces the On The Move podcast and operates the Active Living Hub as a physical community center along the Fall Line trail. The entire ecosystem works together to create transformational change making active living the easy choice across the Richmond region.

Differentiator

Problem solved

Functional benefit

Brands

• Richmond Marathon: The flagship marathon event of Sports Backers, branded as Allianz Richmond Marathon, featuring marathon, half marathon, and 8k distances.
• Dominion Energy Riverrock
• Kids on the Move
• Fitness Warriors
• Active Living Leadership (ALL) Stars
• Active RVA
• Bike Walk RVA
• Fall Line

Products and services

• Richmond Marathon, Half & 8K The flagship running event featuring the Allianz Richmond Marathon (26.2 miles), CarMax Richmond Half Marathon, and Capital One Richmond 8k. Known as 'America's Friendliest Marathon,' the marathon transforms Richmond into a celebration of movement, perseverance, and community spirit. Open to individual runners.
• Dominion Energy Riverrock One of the largest outdoor sports and music festivals in the United States, co-produced with Venture Richmond, featuring trail runs, mountain biking, kayaking, climbing, dog competitions, yoga, live concerts, and hands-on outdoor recreation activities at Richmond's riverfront.
• Ukrop's Monument Avenue 10K A 10-kilometer race along historic Monument Avenue, presented by Kroger, billed as Richmond's favorite spring running tradition for individual runners and walkers.
• Fitness Warriors Free fitness classes offered throughout Richmond communities on a give-what-you-can basis, with more than 40 class types including Aerobic, Aqua Fitness, Biking, Cardio, Chair Fitness, Dance, Flexibility, Functional Fitness, HIIT, Hiking, Kickboxing, Pilates, Step, Strength Training, Stretching, Tabata, Walking, Yoga, and Zumba.
• Kids on the Move Youth fitness program designed specifically for kids featuring creative exercises, running programs, run and fitness clubs, summer challenges, and mini grants that make staying active an adventure for children at schools and youth-serving organizations.
• Training Teams Volunteer coach-led preparation programs for running events including YMCA 10K Training Team, Sports Backers Marathon Training Team, Half Marathon Training Team, and 8K Training Team. Over 6,000 individuals participate annually preparing for races.
• Virginia Credit Union River City Half and 5K Running event showcasing Richmond's scenery through a half marathon and 5K race, sponsored by Virginia Credit Union.
• Ashland Half Marathon & 5K Small-town Virginia running event offering half marathon and 5K distances in Ashland, Virginia.
• Great American 5000 Team-based challenge where teams of 12 or 24 people run or walk 5,000 kilometers from San Francisco to New York, logging miles and tracking collective progress.
• CarMax Tacky Light Run Holiday-themed night run featuring millions of holiday lights, showcasing Richmond's tacky light scene, sponsored by CarMax.
• Markel Corporate Run Corporate 5K event combining team building with networking and office party atmosphere, sponsored by Markel.
• Atlantic Union Bank 10K Mini 10-kilometer race with events for all ages, including youth participation opportunities, sponsored by Atlantic Union Bank.
• Richmond International Dragon Boat Festival Dragon boat racing festival featuring teams of 20 synchronized paddlers, guided by a drummer and steersperson, racing 500 meters in 40-foot dragon boats on the James River.
• Active Living Hub Regional hub for active living at Sports Backers' headquarters at 4921 Lakeside Avenue in Henrico, Virginia, along the Fall Line trail. Hosts group fitness classes, youth coaching sessions, advocacy trainings, and community partner meetings.

Quantifiable outcome

• Over 8,000 volunteers contribute annually to make events and programs successful
• +5 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core, flagship and minor.

• Venture RichmondcoreStrategic or Co-development PartnerCo-producer of Dominion Energy Riverrock festival with Sports Backers. Venture Richmond organizes the event along with Sports Backers, transforming downtown Richmond into a celebration of outdoor culture. Dominion Energy Riverrock is one of the largest outdoor sports and music festivals in the United States.
• Allianz PartnersflagshipGTM or Marketing PartnerTitle sponsor of the Allianz Richmond Marathon (America's Friendliest Marathon). The marathon attracts 7,200+ participants and has sold out for three consecutive years. Allianz also sponsors the Allianz Amphitheater at Riverfront for Dominion Energy Riverrock concerts.
• Dominion EnergyflagshipGTM or Marketing PartnerTitle sponsor of Dominion Energy Riverrock, the nation's premier outdoor sports and music festival returning for its 18th year. Bob Blue, President and CEO of Dominion Energy, serves on the Sports Backers Board of Directors.
• CarMaxflagshipGTM or Marketing PartnerTitle sponsor of the CarMax Richmond Half Marathon and CarMax Tacky Light Run. Craig Cronheim, Senior Vice President and Chief Human Resources Officer at CarMax, serves on the Sports Backers Board of Directors.
• Capital OneflagshipGTM or Marketing PartnerTitle sponsor of the Capital One Richmond 8k. Chad Eisele, Senior Vice President and CFO of Capital One's Card Business, serves as Treasurer on the Sports Backers Board of Directors.
• Atlantic Union BankcoreGTM or Marketing PartnerTitle sponsor of the Atlantic Union Bank 10K Mini event. Beth Shivak, Senior Vice President and Head of Corporate Communications at Atlantic Union Bank, serves on the Sports Backers Board of Directors.
• Ukrop's Homestyle FoodsflagshipGTM or Marketing PartnerTitle sponsor of the Ukrop's Monument Avenue 10K presented by Kroger, Richmond's favorite spring running tradition. Chris Kantner, Executive Vice President at Ukrop's, serves on the Sports Backers Board of Directors.
• MarkelcoreGTM or Marketing PartnerTitle sponsor of the Markel Corporate Run, a corporate wellness event combining 5K run/walk with networking opportunities. Markel is listed as a supporter of the Building a Vibrant Community campaign.
• Virginia Credit UnioncoreGTM or Marketing PartnerTitle sponsor of the Virginia Credit Union River City Half and 5K event showcasing Richmond's scenery.
• Henrico CountycoreStrategic or Co-development PartnerHenrico County owns the former bank branch property where Sports Backers' new headquarters is located. The county is building a trailhead with restrooms and parking at the location along the Fall Line trail.
• Local Governments (Ashland, Hanover, Henrico, Richmond, Chesterfield, Colonial Heights, Petersburg)coreStrategic or Co-development PartnerSeven localities partnering on the Fall Line trail project, a 43-mile north-south trail spine for Central Virginia's active transportation network. Sports Backers, through Bike Walk RVA, is the lead organization advocating for the trail's completion.
• KrogercoreGTM or Marketing PartnerPresenting sponsor of the Ukrop's Monument Avenue 10K presented by Kroger, one of Richmond's largest running events.
• YMCAcoreStrategic or Co-development PartnerPartnership for the YMCA 10K Training Team, combining Sports Backers' training expertise with YMCA facilities and community presence.
• Richmond Region TourismcoreStrategic or Co-development PartnerKatherine O'Donnell, President & CEO of Richmond Region Tourism, serves on the Sports Backers Board of Directors. The organizations collaborate on promoting Richmond as an active, outdoor destination.
• WRIC ABC 8NewsminorGTM or Marketing PartnerPresenting sponsor of Riverside Chats speaker series at Dominion Energy Riverrock, featuring conversations on outdoor culture, conservation, accessibility, and adventure.

Scale indicators18 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Atlanta Track Club: Nonprofit 501(c)(3) that produces mass-participation road races (Atlanta Journal-Constitution Peachtree Road Race, Atlanta Marathon) and operates community running programs, training teams, and youth initiatives. Closest functional analog: regional event organizer with integrated training, youth, and community programming.
• B.A.A. (Boston Athletic Association): Nonprofit organizer of the Boston Marathon and supporting distance events (10K, 5K, half marathon) with training teams and youth programs. Direct peer on the event-organizer side, with comparable community-program depth and title-sponsor model.
• Marine Corps Marathon Organization: Nonprofit mass-participation race organizer producing the Marine Corps Marathon, half, and 10K with significant volunteer-driven operations. Comparable in scale, event portfolio, and reliance on civic partnerships and title sponsors.
• Carmel Marathon (Carmel Road Racing Group): Smaller nonprofit-style regional race organizer producing multiple distances with strong community and sponsorship integration. Useful peer for benchmarking operations outside the mega-marathon tier.
• Greater Cleveland Sports Commission (now Cleveland Sports Commission): Nonprofit sports commission that produces mass-participation events and supports regional sports tourism, paralleling Sports Backers' 'America's Best Sports Commission' positioning. Directly comparable as a community-anchored race organizer with a supporting-events role.
• YMCA of Greater Richmond: Local YMCA partner that co-operates the 10K Training Team and shares the active-living mission across fitness, youth, and community programs. Direct regional partner and partial peer for community programming and pricing models.

Broad incumbents

• Ragnar Events: Larger commercial organizer of mass-participation relay running events nationwide. Relevant as a broader incumbent in the same event category, with a multi-region footprint Sports Backers lacks.
• USA Track & Field: National governing body that sanctions and supports road racing, including the events Sports Backers produces. Acts as a broader industry incumbent setting standards and certifying courses.

Emerging players

• National Fitness Campaign: National nonprofit that funds outdoor fitness infrastructure and free fitness programs in communities. Comparable on the advocacy/infrastructure side, particularly the Fall Line Trail and Fitness Warriors-style public fitness initiatives.

Others

• Running USA: Industry trade association for the U.S. running industry that benchmarks participation, sponsors, and trends. Relevant as a peer for industry data and as the body that historically administered the 'Best Sports Commission' recognition Sports Backers earned.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/SportsBackers
• Facebookfacebook.com/SportsBackers
• LinkedInlinkedin.com/company/sports-backers
• Instagraminstagram.com/sportsbackers
• TikToktiktok.com/@sportsbackers
• Xx.com/sportsbackers

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 Backers