Heartland Soccer Association

What Heartland Soccer Association does

Heartland Soccer Association is a 501(c)(3) nonprofit educational youth soccer association headquartered in Overland Park, Kansas, founded in 1977 as the Johnson County Soccer League and rebranded in 1995 after the unification with the Kansas Premier Soccer League. It operates as the largest youth soccer league and tournament host in the United States, serving approximately 55,000 league players and 59,000 tournament players aged 9–19 annually through 170+ affiliated soccer clubs across 16 states plus Mexico and Canada. The organization runs three seasonal leagues (Spring, Fall, Winter) and a portfolio of 14+ annual tournaments, including the KC Champions Cup, Heartland Invitational, Midwest College Showcase (drawing 1,000+ NCAA/NAIA college coaches), Midwest Mother's Day Classic, and Kansas City Invitational.

Heartland's core product is an event-management platform for youth soccer competition, combining online registration, scheduling, standings, and referee coordination via integration with HTG Sports, RainoutLine weather services, and USYS/KSYSA governing-body systems. The organization operates and has programmatic access to four world-class all-turf facilities — SCHEELS Overland Park Soccer Complex ($36M, 96 acres, 12 fields), Garmin Olathe Soccer Complex (9 fields, AI camera installation), Swope Soccer Village ($20M+, 9 fields), and Compass Minerals Sporting Fields (52 acres) — most of which are sponsored or co-developed with corporate partners (Garmin, SCHEELS, Sporting Club). The VidSport partnership delivers automated ball-tracking live streaming at $9.95 per game.

Revenue is generated primarily through tournament registration fees ($345–$1,045 per team depending on format and age group) and seasonal league fees, supplemented by per-game live streaming charges, $75 reschedule fees, sponsorship revenue from naming and presenting partners (Children's Mercy, Prairiefire, CH Roofing & Exteriors, Dick's Sporting Goods, Whataburger, Raising Cane's, Sporting KC), and the GCI Travel 'stay-to-play' hotel program. The organization estimates $5.5–7.5M in local economic impact per flagship tournament. Governance is provided by a board of directors; Shane Hackett serves as Executive Director.

Name

Heartland Soccer Association

Legal name

Heartland Soccer Association, Inc.

Website

https://heartlandsoccer.net

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Heartland Soccer Association is a 501(c)(3) nonprofit operating America's largest youth soccer league and tournament program, serving 55,000+ league players and 59,000+ tournament players aged 9–19 annually across 170+ clubs in 16 states through seasonal leagues and 14+ tournaments.

Ownership category

akta.pro rank

Product category

Youth Soccer League & Tournament Hosting

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

akta.pro secondary industry

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

Keywords

• Youth soccer leagues
• Soccer tournament hosting
• Sports event management
• Competitive soccer events
• Futsal programs

Headquarters

HQ city

Overland Park

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tournament Registration Fees: Teams pay registration fees to participate in Heartland's 14+ annual tournaments. Fees vary by age group and format, ranging from $345 for 3v3 tournaments to $1,045 for 11v11 competitive tournaments. This is the primary revenue stream.
2. League Registration Fees: Teams pay seasonal league fees for participation in Spring, Fall, and Winter leagues. The league hosts over 3,450 teams annually across recreational and premier divisions.
3. Live Streaming: Individual game streaming available for $9.95 per game through VidSport. Provides live viewing and replay access for evaluation and scouting.
4. Reschedule Fees: Fee of $75 for rescheduling league games, with exceptions for scheduling errors by Heartland staff.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Heartland Soccer Association is a nonprofit youth soccer organization that runs the Heartland League (Spring, Fall, and Winter seasons for recreational and premier players ages 9-19) and hosts 14+ annual tournaments including the KC Champions Cup, Midwest College Showcase, Heartland Invitational, Border Battle, and others. The organization operates four world-class all-turf facilities in the Kansas City metro area, delivers AI-powered live game streaming through VidSport, and supports a Futsal program including USYF Central Regional Championships.

Product overview

Heartland Soccer Association operates as America's largest soccer league and tournament host, offering a platform-plus-events model comprising its core Heartland League program and an extensive portfolio of 14+ annual tournaments. The organization provides youth soccer leagues (recreational and premier competitive) across Spring, Fall, and Winter seasons for players ages 9-19, while simultaneously hosting tournaments including the KC Champions Cup, Heartland Invitational, Midwest College Showcase, and others that draw teams from up to 16 states. Supporting infrastructure includes four world-class turf facilities (SCHEELS Overland Park Soccer Complex, Garmin Olathe Soccer Complex, Swope Soccer Village, and Compass Minerals Sporting Fields), the VidSport live streaming service with AI-powered camera technology, and an integrated tournament management system. The organization also offers Futsal programs, Winter League, and community events like the Awards Gala.

Differentiator

Problem solved

Functional benefit

Products and services

• Heartland League Flagship youth soccer league offering recreational and premier competitive play for ages 9-19 across Spring, Fall, and Winter seasons at world-class turf facilities, hosting 3,450+ teams and 55,000+ players annually.
• Tournament Program Portfolio of 14+ annual tournaments including Border Battle, KC Champions Cup, Midwest Mother's Day Classic, Kansas City Invitational, Heartland Invitational, and others, drawing 2,700+ teams and 59,000+ players annually with significant regional economic impact.
• Regionals Tournament (USYF Futsal) US Youth Futsal Central Regional Championships qualifier event held at New Century Fieldhouse, allowing teams to qualify for the USYF National Championships.
• Border Battle Tournament Premier spring tournament held at SCHEELS Overland Park Soccer Complex and Garmin Olathe Soccer Complex, drawing top-tier competition including ECNL, NPL, and State Champions from up to 14 states.
• Midwest College Showcase Invitation-only showcase event for college-bound soccer players U13-U19, featuring over 1,000 college coaches from NCAA Divisions I, II, III, NAIA, and NJCAA, with a 3-game guarantee and player combine.
• KC Champions Cup Established 18-year spring tournament held at SCHEELS Overland Park and Garmin Olathe Soccer Complexes, featuring 21 lighted synthetic turf fields and attracting 415+ teams from multiple states with $7.5 million economic impact.
• Midwest Mother's Day Classic Premier spring tournament attracting 350+ teams annually from 7 states, hosted at SCHEELS Overland Park Soccer Complex and Garmin Olathe Soccer Complex with 21 synthetic turf fields.
• Kansas City Invitational Largest soccer tournament in the Kansas City area featuring four levels of play (Gold, Silver, Bronze, Recreational), attracting teams from 14 states with 12+ lighted synthetic turf fields and $7 million economic impact.
• Kansas City 3v3 Challenge Fast-paced 3v3 format tournament with Gold and Silver divisions, featuring maximum 6 players per team for a fun, affordable, skill-focused event at a flat $345 fee.
• Heartland Open Cup Pre-season tournament held at Garmin Olathe Soccer Complex on the weekend before Fall League play, offering teams an ideal opportunity to prepare with competitive games.
• Fall Kick Off Challenge Early-season tournament hosted at SCHEELS Overland Park and Garmin Olathe Soccer Complexes, providing teams with first opportunities to tune up for league play.
• Heartland Midwest Classic Fall tournament presented by Prairiefire at SCHEELS Overland Park and Garmin Olathe Soccer Complexes, with no games on Labor Day Monday and guaranteed acceptance.
• Midwest All Boys Boys-only tournament hosted at Garmin Olathe Soccer Complex featuring all turf soccer fields, providing opportunity to compete against compatible skilled teams from multiple states.
• Midwest All Girls Long-running girls tournament with 300+ teams from throughout the Midwest, hosted at SCHEELS Overland Park and Garmin Olathe Soccer Complexes with Gold, Silver, and Bronze brackets.
• Children's Mercy Heartland Invitational Girls End-of-season showcase with the girls weekend attracting up to 800 teams competing at SCHEELS Overland Park and Garmin Olathe Soccer Complexes, with $5.46 million projected economic impact.
• Children's Mercy Heartland Invitational Boys Boys weekend portion of the end-of-season Heartland Invitational tournament, providing competitive season finale for teams from throughout the central United States.
• Winter League Outdoor winter league running December through February at Garmin Olathe Soccer Complex, offering boys and girls teams U8-U19 with 6 all-turf games on weekends.
• Heartland Futsal Futsal league and program including the USYF Central Regional Championships, providing indoor soccer opportunities for competitive teams to qualify for national championships.
• VidSport Live Streaming AI-powered live streaming service for matches at Garmin Olathe Soccer Complex, featuring automated ball-tracking cameras enabling live viewing and replay for $9.95 per game.
• Heartland Spring Cup Early-season tournament hosted at Garmin Olathe Soccer Complex featuring multiple levels of play, nine lighted synthetic turf fields, and competitive balance for teams across skill levels.

Quantifiable outcome

• Kansas City Champions Cup generates $7.5 million in local economic impact
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature3 records

Partnerships

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

• VidSportcoreTechnology or IntegrationVidSport provides live streaming for all matches at the Garmin Olathe Soccer Complex using what it describes as the world's largest fixed AI camera installation at a soccer-specific facility. Heartland Soccer gains streaming revenue and recruiting video capabilities while VidSport gains exclusive streaming rights at premier youth soccer venues.
• Global Connections, Inc. (GCI Travel)coreChannel Partner/ Reseller/ DistributorGCI Travel manages the 'Stay to Play' hotel booking program for all Heartland tournaments. Out-of-town teams must book hotels through GCI to participate. GCI has secured discounted rates with local hotels and provides booking platform, contact management, and travel coordination.
• Children's MercymajorGTM or Marketing PartnerChildren's Mercy serves as title sponsor for the Heartland Invitational Girls and Boys tournaments, providing brand visibility and healthcare partnership benefits.
• Sporting Kansas CitymajorStrategic or Co-development PartnerSporting KC supports Heartland Soccer through venue access, cross-promotional activities, and community engagement. Sporting Club developed and operates Compass Minerals Sporting Fields.
• GarminmajorStrategic or Co-development PartnerGarmin is the naming sponsor for the Garmin Olathe Soccer Complex, a world-class all-turf facility home to Heartland Soccer tournaments and league play.
• SCHEELSmajorStrategic or Co-development PartnerSCHEELS is the naming sponsor for the SCHEELS Overland Park Soccer Complex, a 96-acre, $36 million facility hosting Heartland Soccer events.
• PrairiefiremajorGTM or Marketing PartnerPrairiefire is the presenting sponsor for the Heartland Midwest Classic tournament and Museum at Prairiefire hosts the Annual Awards Gala.
• CH Roofing & ExteriorsmajorGTM or Marketing PartnerCH Roofing & Exteriors is the presenting sponsor for Kansas City Invitational and Midwest All Girls tournaments.
• Dick's Sporting GoodsminorGTM or Marketing PartnerDick's Sporting Goods provides discount weekends for Heartland Soccer participants and is recognized as a corporate partner.
• Academy Sports + OutdoorsminorGTM or Marketing PartnerAcademy Sports + Outdoors sponsors shop events for Heartland Soccer and is recognized as a corporate partner.
• Kansas Youth SoccermajorStrategic or Co-development PartnerKansas Youth Soccer co-presents the Annual Awards Gala with Heartland Soccer, recognizing outstanding contributions in the state youth soccer community.
• US Youth Futsal (USYF)coreStrategic or Co-development PartnerHeartland Futsal hosts the USYF Central Regional Championships, qualifying teams for the USYF National Championships. USYF selected Heartland for superior facilities and organizational experience.
• College Soccer CoachescoreStrategic or Co-development PartnerOver 1,000 college coaches from NCAA Divisions I, II, III, NAIA, and NJCAA are invited to attend the Midwest College Showcase for recruiting purposes. Created by college coaches, for college-bound athletes.
• WhataburgerminorGTM or Marketing PartnerWhataburger is a recognized corporate partner of Heartland Soccer Association, providing sponsorship and promotional support.
• Raising Cane'sminorGTM or Marketing PartnerRaising Cane's is a recognized corporate partner providing sponsorship and promotional support for Heartland Soccer events.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Elite Clubs National League (ECNL): National competitive youth soccer league for top clubs, with league play, playoffs, and showcase events that compete directly with Heartland's premier tournament offerings for elite teams and college coach attention.
• US Youth Futsal (USYF): National youth futsal governing body that partners with Heartland to host its Central Regional Championships. Comparable as a tournament-hosting body in the youth indoor soccer space.
• SAY Soccer: National nonprofit youth soccer organization offering recreational and competitive programs. Comparable as a community-based, volunteer-supported youth league operator at smaller scale.
• US Club Soccer: National youth soccer sanctioning body that operates competitive leagues, cups, and showcases (e.g., NPL, id2). Comparable as an alternative pathway for premier youth clubs competing for tournament and recruiting dollars.
• American Youth Soccer Organization (AYSO): National 501(c)(3) nonprofit youth soccer organization running recreational and competitive leagues for children. Directly comparable as a community-based youth soccer league and tournament host with a similar membership and volunteer-driven model.
• Girls Academy: National competitive league and showcase platform for elite girls' youth soccer clubs. Directly comparable to Heartland's Midwest All Girls and Heartland Invitational Girls events for top-tier girls competition.
• National Premier Soccer League (NPSL): National amateur soccer league with regional conferences and a national championship. Comparable as a multi-state competitive platform offering league play and tournaments for youth and adult clubs.

Regional players

• Kansas Youth Soccer Association: State-level USYS affiliate co-presenting Heartland's Annual Awards Gala. Comparable as a regional governing body that organizes state-level leagues and cups adjacent to Heartland's programming.

Others

• Sporting Kansas City: Professional MLS club that developed and operates Compass Minerals Sporting Fields, one of Heartland's key complexes. Related as an ecosystem partner and professional pathway for Heartland's youth players rather than a direct competitor.

Broad incumbents

• US Youth Soccer (USYS): National governing body for youth soccer in the U.S. and the parent of state associations. Comparable as the broader governing umbrella whose rules, National Championships, and sanctioning framework Heartland operates within.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

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 Heartland Soccer Association