Del Mar Carmel Valley Sharks
Legends FC San Diego (formerly Del Mar Carmel Valley Sharks) is a non-profit youth soccer club in San Diego serving 3,100+ players ages 3-19 across recreational, competitive, and elite ECNL programs.
- Company typePrivate
- Founded1974
- HeadquartersSan Diego, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Del Mar Carmel Valley Sharks does
Del Mar Carmel Valley Sharks, now operating as Legends FC San Diego (Legends FC SD), is a community-based, non-profit youth soccer organization headquartered in San Diego, California. Founded in 1974 and rebranded under the Legends FC banner in 2024, the club operates a tiered program structure spanning Little Legends (ages 3-5), Legends Rec (ages 4-18), Legends SOCAL (competitive, ages 6-18), and Legends ECNL (elite, ages 12-18), plus an adaptive TOPSoccer program for players with disabilities. It serves over 3,100 youth athletes across 120+ teams, with more than $100,000 disbursed annually in financial assistance.
The organization runs operations on the GoSport registration platform under US Club Soccer affiliation for league sanctions and player cards, supplemented by a Squarespace-hosted website and standard social channels (Facebook, Instagram, YouTube). Revenue is generated through seasonal player registration fees (recreational $300-$350 per season), camp programs (Soccer Camp and Art Camp at $350 each with bundle discount), hosted tournaments (Copa Del Mar at $1,195-$1,395 per team and Copa De Cinco at $500 per team), and a tiered sponsorship program (Platinum/Gold/Silver/Bronze). Customer acquisition is community-driven via tryouts, school partnerships, word-of-mouth, and hosted tournaments that double as marketing events.
The 2024 rebrand to Legends FC SD aligns the club with the broader Legends FC network, granting access to ECNL programming and shared resources. Strategic alliances include a Player Pathways partnership with Chivas and sponsorship by brands such as The Coconut Cult. The organization is led by a small operational staff, including a Director of Operations, Office Administrator, Club Registrar, Uniforms and Scholarships coordinator, and Competitive Camp Director, with no disclosed venture or private equity backing.
Del Mar Carmel Valley Sharks firmographics
Firmographics- Name
- Del Mar Carmel Valley Sharks
- Legal name
- Legends FC SD
- Website
- https://dmcvsharks.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Legends FC San Diego (formerly Del Mar Carmel Valley Sharks) is a non-profit youth soccer club in San Diego serving 3,100+ players ages 3-19 across recreational, competitive, and elite ECNL programs.
- Ownership category
- akta.pro rank
Del Mar Carmel Valley Sharks industry classification
Industry- Product category
- Youth Soccer Club Services
- NAICS
- Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)
- akta.pro secondary industries
- Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Collegiate & Scholastic Tournament Organizers (MPAKADAG)
Keywords
Where Del Mar Carmel Valley Sharks is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Del Mar Carmel Valley Sharks business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Player Registration Fees: Seasonal registration fees for recreational and competitive soccer programs. Recreational fees range from $300-$350 per season depending on age group. Competitive team fees support club operations and player development.
- Camp Programs: Full-day camps featuring soccer and creative arts. Soccer Camp $350, Art Camp $350, with bundle discount of 10%. Operates during summer and seasonal breaks.
- Tournament Fees: Registration fees for hosted tournaments including Copa Del Mar ($1,195-$1,395 depending on age group) and Copa De Cinco ($500 per team). Revenue generated from tournament participation across multiple age divisions.
- Sponsorship Packages: Tiered sponsorship program (Platinum, Gold, Silver, Bronze) offering logo placement, social media recognition, event banner placement, vendor booth opportunities, and email campaign inclusion. Generates revenue while providing community exposure to sponsors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Annual | Recreational Soccer - U6 to U19 |
| Unit Pricing | Annual | Little Legends Summer Session |
| Unit Pricing | Pay-as-you-go | Soccer Camp or Art Camp |
| Unit Pricing | Pay-as-you-go | Copa Del Mar Tournament |
| Unit Pricing | Pay-as-you-go | Copa De Cinco 5v5 Tournament |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Del Mar Carmel Valley Sharks product offering
Product offeringCore offering
Del Mar Carmel Valley Sharks (operating as Legends FC SD) is a San Diego-based youth soccer club that delivers tiered soccer development programs for boys and girls ages 3-19, spanning beginner (Little Legends), recreational (Legends Rec), competitive (Legends SOCAL), and elite (Legends ECNL) tiers. The club also runs competitive and recreational summer camps, hosts annual tournaments (Copa Del Mar and Copa De Cinco), and offers TOPSoccer for players with disabilities, all funded through seasonal registration fees, camp fees, tournament entry fees, and corporate sponsorships.
Product overview
Del Mar Carmel Valley Sharks (Legends FC SD) is a multi-tiered youth soccer club based in San Diego, California, offering programs from beginner (Little Legends, ages 3-5) through elite competition (Legends ECNL, ages 12-18). The club operates recreational (Legends Rec), competitive (Legends SOCAL), and elite (Legends ECNL) programs, supplemented by camps (Competitive and Recreational) and tournaments (Copa Del Mar, Copa De Cinco). The organization also includes TOPSoccer for players with disabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Little Legends
Quantifiable outcome
- Over $100,000 in annual player financial assistance provided to families in need
- +2 more outcomes
Companies that use Del Mar Carmel Valley Sharks
Customer profileSegments3 records
Ideal customer profiles3 records
Del Mar Carmel Valley Sharks technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Del Mar Carmel Valley Sharks partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- ChivasflagshipLegends FC SD announced partnership with Chivas as part of Player Pathways initiative. This strategic collaboration supports player development and provides additional exposure opportunities for club athletes.
- The Coconut CultcoreThe Coconut Cult, a probiotic-packed coconut yogurt brand, sponsors the club. Partnership provides financial support while aligning the brand with youth development and community engagement. The Raz Family actively supports the club through this partnership.
- Legends FCflagshipDMCV Sharks Soccer Club merged/rebranded under Legends FC brand to become Legends FC San Diego. This partnership provides access to broader club network, ECNL programming, and enhanced resources for players and families.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Del Mar Carmel Valley Sharks competitors and assessment
Company assessmentOthers
- US Club Soccer: National soccer sanctioning body that Legends FC SD is affiliated with for league sanctions and player card management. Comparable as the governing organization enabling club participation in competitive leagues and tournaments.
Broad incumbents
- LA Galaxy San Diego Youth Soccer: MLS-affiliated youth soccer program operating in San Diego. Comparable as a higher-capitalized competitive youth soccer organization with brand leverage from the LA Galaxy parent and competing for elite talent in the same market.
- Legends FC: Parent brand network that DMCV Sharks merged into in 2024. Operates multiple youth soccer clubs nationally with shared ECNL infrastructure and is comparable as the umbrella organization providing programming resources to Legends FC SD.
Emerging players
- RSL-AZ Southern California: MLS-affiliated youth development program (Real Salt Lake-Arizona) extending into Southern California. Comparable as a better-capitalized, brand-backed competitor targeting elite youth players in the broader Southern California region.
- Total Futbol Academy: Southern California youth soccer development academy focused on competitive and elite player training. Comparable as a competitive-tier alternative for families seeking higher-touch development in the same regional market.
Direct peers
- Scripps Ranch Soccer Club: San Diego community youth soccer club with recreational and competitive divisions. Comparable in size and program structure, serving similar age groups in an adjacent San Diego sub-market.
- San Diego Surf Soccer Club: San Diego-based youth soccer club operating competitive and recreational programs across ECNL, NPL, and recreational tiers. Directly competes with Legends FC SD for the same talent pool, families, and sponsors in the San Diego market.
- Nomads Soccer Club: Long-established San Diego-area youth soccer club with recreational and competitive programs. Comparable as a similarly scaled community-anchored club competing in the same SOCAL and competitive league structures.
- SDSC Strikers (San Diego Soccer Club): Community-based San Diego youth soccer organization with recreational and competitive divisions serving similar age groups. Comparable as a community-led club operating in the same SOCAL league and serving the same metro area.
- Albion SC San Diego: Premier youth soccer club in Southern California fielding ECNL and competitive teams. Direct peer in San Diego's elite youth soccer landscape competing for elite players and ECNL positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Del Mar Carmel Valley Sharks social profiles
Digital presenceDel Mar Carmel Valley Sharks financial estimates
Financial estimateRevenue estimate
Valuation estimate
Del Mar Carmel Valley Sharks leadership team
Management profileNumber of profiles
Profiles1 record
Del Mar Carmel Valley Sharks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Del Mar Carmel Valley Sharks M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Del Mar Carmel Valley Sharks
What does Del Mar Carmel Valley Sharks do?
Del Mar Carmel Valley Sharks (operating as Legends FC SD) is a San Diego-based youth soccer club that delivers tiered soccer development programs for boys and girls ages 3-19, spanning beginner (Little Legends), recreational (Legends Rec), competitive (Legends SOCAL), and elite (Legends ECNL) tiers. The club also runs competitive and recreational summer camps, hosts annual tournaments (Copa Del Mar and Copa De Cinco), and offers TOPSoccer for players with disabilities, all funded through seasonal registration fees, camp fees, tournament entry fees, and corporate sponsorships.
Is Del Mar Carmel Valley Sharks a public or private company?
Del Mar Carmel Valley Sharks is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Del Mar Carmel Valley Sharks founded?
Del Mar Carmel Valley Sharks was founded in 1974. It employs 51 to 100 people.
Where is Del Mar Carmel Valley Sharks based?
Del Mar Carmel Valley Sharks is headquartered in San Diego, United States, in the North America region.
How does Del Mar Carmel Valley Sharks make money?
Four revenue lines are on record. Player Registration Fees are the primary driver. The others are camp Programs, tournament Fees and sponsorship Packages.
Who are Del Mar Carmel Valley Sharks's main competitors?
US Club Soccer is listed as an others. Broad incumbents are LA Galaxy San Diego Youth Soccer and Legends FC. Emerging players are RSL-AZ Southern California and Total Futbol Academy. Direct peers are Scripps Ranch Soccer Club, San Diego Surf Soccer Club, Nomads Soccer Club, SDSC Strikers (San Diego Soccer Club) and Albion SC San Diego.
Does Del Mar Carmel Valley Sharks have an API?
No public API is recorded for Del Mar Carmel Valley Sharks.
What industry is Del Mar Carmel Valley Sharks in?
Del Mar Carmel Valley Sharks's product category is Youth Soccer Club Services. Its primary akta.pro industry code is MPAKACAF, Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues), with a secondary code of MPAKACAE, Local Amateur Clubs & Community Sports Organizations. Its NAICS code is 61162 and its SIC code is 7997.