Jonas Sports

What Jonas Sports does

Jonas Sports Ltd is a UK-based vertical-SaaS provider of integrated omnichannel retail, payments, and fan-data software for professional sports clubs. Founded in 2019 by Vesta Software Group, the company consolidates specialist sports technologies — including Retail & Sports Systems (retail), Green 4 Solutions (CRM/marketing), and MCR Systems (EPoS and F&B) — into a single platform-plus-modules architecture spanning eCommerce, POS, ERP, warehouse management, payments (via FCA-regulated Vesta Merchant Services), RFID, training-ground kit management, an auction module, paperless warehousing, and a customer data platform branded Sports Data Hub. The company serves 48+ professional sporting organizations across English football (33% of the English professional football pyramid including West Ham United, Fulham, Brighton & Hove Albion, Norwich City, Oxford United), Rugby League Super League (Wigan Warriors, St. Helens, Warrington Wolves), and cricket (Lord's, Lancashire), with named enterprise contracts typically structured as multi-year SaaS subscriptions plus professional services and a managed marketing offering. Jonas Sports sells via direct enterprise field sales supported by an annual User Day event, monthly user groups, and a 50+ integration partner ecosystem that includes Rewards4, Feedonomics, American Express, EXO (exclusive UK RFID), Salesfire, and Power BI. The company is registered in England and Wales (company number 06762041) and operates from Bingham, Nottingham, with 11-50 employees, processing £60 million+ in transaction volume through client systems annually and supporting 150+ kit launches per year.

Name

Jonas Sports

Legal name

Jonas Sports Ltd

Website

https://jonassports.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Jonas Sports provides integrated omnichannel retail, payments, CDP, RFID, and kit-management SaaS to 48+ professional sports clubs across UK football, rugby league, and cricket, backed by Vesta Software Group.

Ownership category

akta.pro rank

Product category

Sports Retail Software

akta.pro primary industry

Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)

Keywords

• Sports retail software
• Club e-commerce platform
• Sports RFID solutions
• Fan data platform
• Club point-of-sale

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Platform Licensing/Subscription: Integrated omnichannel retail platform provided as cloud-hosted SaaS solution to sports clubs, combining retail, e-commerce, POS, warehouse management, CDP, and payments.
2. Managed Marketing Services: Outsourced marketing team that delivers campaigns on behalf of clubs via the Jonas Sports Marketing managed service, including email campaigns, data analysis, and campaign measurement.
3. Implementation and Professional Services: Setup, configuration, training, and ongoing support services for club implementations, including dedicated project management and account management.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Jonas Sports provides an integrated, cloud-hosted omnichannel retail technology platform purpose-built for professional sports clubs (football, rugby, cricket). The core offering combines eCommerce, point-of-sale (POS), warehouse management, an integrated payments solution, RFID stock visibility, and a customer data platform (Sports Data Hub) into a single unified system, with optional add-on modules for training ground kit management, memorabilia auctions, mobile POS (SymPOS GO), paperless warehousing, and Power BI analytics. The company serves 48+ UK professional sporting organisations and processes £60 million+ through its systems annually.

Product overview

Jonas Sports provides an integrated platform-plus-modules architecture for sports organisations, combining a core omnichannel retail system (Retail & Ecommerce) with specialised add-on modules including Sports Data Hub (CDP) for fan data unification, Payments for integrated POS and processing, RFID for item tracking and frictionless checkout, Training Ground Kit Management for inventory, Auction Module for memorabilia sales, Power BI for analytics, and Paperless Warehouse for fulfilment efficiency. The platform also incorporates Green 4 Solutions (acquired brand) for leisure booking management and SymPOS GO for mobile point-of-sale. All modules are designed to work together within a single, unified ecosystem built specifically for sports clubs.

Differentiator

Problem solved

Functional benefit

Brands

• Sports Data Hub (CDP): Customer Data Platform built specifically for sports clubs, providing a single connected view of every fan and every interaction.
• Auction Module
• Paperless Warehouse
• SymPOS GO
• Training Ground Kit Management
• Green 4 Solutions

Products and services

• Retail & Ecommerce Fully integrated omnichannel retail platform for sports clubs spanning eCommerce, POS, ERP, and warehouse management, connecting online stores with physical retail locations and supporting kit launches, matchday sales, and multi-store operations on cloud-based infrastructure. Target customers: professional sports clubs (football, rugby, cricket).
• Sports Data Hub (CDP) Customer Data Platform that unifies fan data from ticketing, retail, memberships, and digital channels into a single fan view, with data cleaning, enrichment, segmentation, personalisation, and analytics for targeted marketing campaigns. Target customers: sports clubs seeking unified fan data.
• Payments Integrated POS and payment processing solution combining physical and online sales into a single system, powered by Vesta Merchant Services Ltd (FCA regulated, firm reference 784165), supporting multiple payment methods including Pay with Bank transfer, card payments, and buy now pay later. Target customers: sports club retail operations.
• RFID Radio Frequency Identification technology for retail and stadium operations enabling instant stock visibility, automated stocktakes across warehouses and kiosks, and frictionless checkout experiences. Delivered exclusively in partnership with EXO for the UK market. Target customers: sports clubs running physical retail and stadium operations.
• Training Ground Kit Management Smart inventory management system for tracking and allocating kits, gear, and equipment across warehouses, club shops, kiosks, and training facilities, enabling real-time stock visibility, multi-location transfers, and allocation to individual players or squads. Target customers: football and rugby clubs managing player kit and equipment.
• Green 4 Solutions Leisure booking and customer management platform for managing facility bookings, reservations, and customer journeys across attractions, venues, and leisure facilities. Part of the Jonas Sports portfolio via acquisition and offered as an integrated solution alongside the core sports platform. Target customers: sports venues and leisure facilities.
• Auction Module Integrated auction functionality for selling exclusive club memorabilia and limited-edition items, supporting three auction types (Silent Reserve, Starting Price, No Reserve) with real-time bid notifications and secure payment processing. Target customers: sports clubs running memorabilia and charity auctions.
• SymPOS GO Enterprise-grade mobile point-of-sale application connecting directly to centrally managed Symphony Suite, enabling real-time sales monitoring, inventory tracking, and EPOS activity via web and mobile dashboards with automatic syncing of transactions and pricing. Target customers: sports clubs needing mobile POS for pop-up shops, kiosks, and stadium matchday operations.
• Power BI Business intelligence and reporting integration providing dynamic, customisable dashboards visualising key retail metrics including revenue, growth trends, top products, department/supplier performance, and matchday sales data. Target customers: sports club commercial and finance teams.
• Paperless Warehouse Warehouse management feature replacing printed receipts with barcode scanning, using coded trolleys and optimised walk sequences to increase pick-and-pack efficiency while reducing errors and environmental waste. Target customers: sports clubs and 3PL partners running club retail fulfilment.

Quantifiable outcome

• 75%+ increase in online retail trade for Lord's Cricket Club
• +4 more outcomes

Named customers15 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature9 records

Partnerships

13 partnerships are on record, tiered core and minor.

• EXOcoreTechnology or IntegrationExclusive partnership to introduce cutting-edge RFID retail solutions to UK sports industry. EXO brings RFID checkout technology that instantly scans all merchandise, reducing transaction times from minutes to seconds. Already proven in US with Super Bowl, NBA, and WNBA events.
• Rewards4coreTechnology or IntegrationFan rewards and loyalty platform integration enabling sports clubs to reward fans with points that can be saved on merchandise purchases. Works with over 4,000 retailers in the rewards programme.
• Vesta Software GroupcoreStrategic or Co-development PartnerParent company of Jonas Sports. Vesta Software Group acquires and holds software companies long-term with commitment to growth. Provides stability and resources for Jonas Sports expansion.
• Green 4 SolutionscoreStrategic or Co-development PartnerCRM and marketing platform providing customer management, leisure booking, and operational tools. Part of Jonas Sports family, offering experienced CRM and marketing solutions for sports clubs.
• Prolog FulfilmentminorChannel Partner/ Reseller/ DistributorUK-based 3PL offering storage and distribution solutions with customisation options including heat press personalisation on football kits.
• AlviominorChannel Partner/ Reseller/ DistributorConnects club shops with partners for product listings and direct fulfilment. Brings 25% increase in basket value with zero capital expenditure on stock.
• Merge SportsminorChannel Partner/ Reseller/ DistributorProvides retail and ecommerce advice through to operation and day-to-day management of online stores with complete storage and fulfilment solution.
• CSM LogisticsminorChannel Partner/ Reseller/ DistributorLogistics and supply chain management company providing parcel management and e-commerce integrations for businesses of all sizes.
• Agile Global LogisticsminorChannel Partner/ Reseller/ DistributorMulti-carrier parcel management via Clearview system, established as trusted partner for clubs throughout the UK.
• Barcode LogisticsminorChannel Partner/ Reseller/ DistributorSoftware connecting sports and retail brands with UK's leading parcel carriers. Proud logistics partner to Blackburn Rovers FC and trusted by sports retailers nationwide.
• Fourex GroupminorChannel Partner/ Reseller/ DistributorUK-based teamwear, apparel and accessories brands with over 10 years' experience working with professional, semi-professional and grassroots sporting institutions.
• The TerraceminorChannel Partner/ Reseller/ DistributorOn demand merchandise brand with club integration for authentic merchandising aesthetic, wholesale supply, retail operations.
• BirlminorChannel Partner/ Reseller/ DistributorCircularity platform helping clubs embrace sustainability by connecting them to circular economy for recycling, repurposing, and re-wearing of shirts and materials.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Salesforce Commerce Cloud: Salesforce Commerce Cloud is an enterprise commerce platform used by large retailers globally. It competes with Jonas Sports at the upper end of the sports club market and overlaps on CRM/CDP capabilities through Salesforce Marketing Cloud and Data Cloud, but lacks sports-specific retail features.
• Adobe Commerce: Adobe Commerce (formerly Magento) is a widely deployed enterprise e-commerce platform used by sports clubs and retailers. It competes on e-commerce capability with Jonas Sports' Retail & Ecommerce offering but lacks the deep sports-domain specialisation and integrated POS/CDP/kit-management stack.
• Microsoft Dynamics 365 Commerce: Microsoft Dynamics 365 Commerce is an enterprise retail ERP and omnichannel platform. It overlaps with Jonas Sports' retail and back-office functionality but is a generalist solution that requires significant customisation to serve sports club needs.
• SAP Commerce Cloud: SAP Commerce Cloud (formerly Hybris) is a broad enterprise commerce and retail platform serving large omnichannel retailers. It competes for sports club retail platform contracts but does not specialise in sport-specific workflows like matchday ticketing-plus-merch journeys or kit launches.
• Shopify: Shopify (and Shopify Plus) is a leading general-purpose e-commerce platform used by many smaller and mid-tier sports clubs for online retail. While it competes for the same use case as Jonas Sports' Retail & Ecommerce module, it is not sports-specific and lacks Jonas' domain features such as kit launch tooling, auction modules, and stadium-grade POS.

Emerging players

• Tealium: Tealium is a leading customer data platform (CDP) vendor. It competes at the technology layer with Jonas Sports' Sports Data Hub CDP offering for clubs seeking to unify fan data, although Jonas Sports differentiates through deep sports-specific data ingestion (ticketing + retail + memberships) and pre-built integrations.
• Komo Technology: Komo is a fan engagement and activation platform used by sports teams and brands to power gamified digital experiences, polls, auctions, and content hubs. Its auction and fan engagement functionality overlaps with Jonas Sports' Sports Data Hub and Auction Module for sports clubs.
• Satisfi Labs: Satisfi Labs provides AI-powered fan engagement and conversational commerce for sports and entertainment clients, overlapping with Jonas Sports' fan data personalisation and marketing services. It is an emerging player addressing a subset of the same customer pain points with a different technology focus.

Direct peers

• Fanatics: Fanatics is the dominant global sports merchandise and licensed apparel company, operating DTC e-commerce and retail platforms for major professional sports leagues and clubs. It directly competes with Jonas Sports for professional sports club retail and merchandise technology contracts, particularly at the top of the UK and European football pyramids.
• Pitchero: Pitchero is a UK-based sports club management platform providing club websites, payments, and member management primarily to grassroots and semi-professional clubs. It is comparable to Jonas Sports in serving UK sports organisations with digital club infrastructure, though it targets a lower tier of the market.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/jonassports
• Xx.com/JonasSportsTech

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Jonas Sports