Australian Sports Foundation

What Australian Sports Foundation does

Australian Sports Foundation (ASF) is an Australian government-established non-profit organisation founded in 1988 (firmographic data references 1986) and headquartered in Bruce, ACT. It is the only organisation in Australia to which donations for sport are tax-deductible under the Income Tax Assessment Act 1997, making it the exclusive channel through which individuals, corporates, and charitable trusts can receive DGR status for sport-related giving. ASF operates an online fundraising platform (asf.org.au) that enables community clubs, elite organisations, and individual athletes to create campaigns and accept tax-deductible donations starting from $2. The platform features 24/7 mobile-optimised donation forms, donor tracking, grant reporting, and identity verification via Stripe.

The core product is supplemented by native integrations with revolutioniseSPORT (revSPORT) — Australia's largest sports management platform serving 270+ governing bodies and 18,000 grassroots clubs — and a Shopify "Donate at Checkout" app that has driven a 25% increase in donations for partners like parkrun Australia. Sub-brands include the Aussie Athlete Fund (athlete financial sustainability) and the Children's Sport Fund (youth participation barriers). Supporting products comprise the ASF Help Desk and annual research publications (State of Sports Fundraising Report, Giving for Sport Report).

ASF operates a philanthropy intermediation model: it accepts donations, retains 5% to cover operating costs, and distributes the remaining 95% as grants to fundraisers. Donor transaction fees (1.0-2.0% + 15c for cards, 0% for EFT, plus 0.65% surcharge on Regular Giving) provide a secondary revenue stream. Distribution is multi-channel, combining self-serve online sign-up, revSPORT and Shopify partner channels, dedicated Sports Fundraising Managers, and athlete ambassadors (Peter Bol, Caitlin Parker). In FY25, ASF facilitated a record $118.8M from 84,600+ donors across 3,652 fundraisers, a +20% YoY increase.

Name

Australian Sports Foundation

Legal name

Australian Sports Foundation Limited

Website

https://asf.org.au

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Australian Sports Foundation is Australia's only tax-deductible sport fundraising platform, enabling community clubs, elite organisations, and individual athletes to raise funds online. It distributes 95% of donations as grants and retains 5% for operations.

Ownership category

akta.pro rank

Product category

Non-profit Sports Fundraising Platform

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (81321)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industry

Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)

Keywords

• Sports fundraising platform
• Tax-deductible donations
• Non-profit charity services
• Online donation processing
• Sports philanthropy grants

Headquarters

HQ city

Bruce

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Tax-Deductible Donations: ASF receives voluntary donations from individuals and organizations which are granted to sports clubs, athletes and organizations. The organization distributes 95% of donated funds as grants and retains 5% to cover operating costs. ASF is the only organization in Australia to which donations for sport are tax-deductible.
2. Payment Processing Fees: Transaction fees are passed on to donors for payment processing including credit cards, direct debit, and digital payments. Fees range from 0% for EFT to 1.0-2.0% plus 15c per transaction for cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Australian Sports Foundation operates Australia's national non-profit sports fundraising platform, enabling community sports clubs, elite organisations and individual athletes to create fundraising campaigns and accept tax-deductible donations from supporters. The platform is the only sport fundraising channel in Australia where donations of $2 or more are tax-deductible under the Income Tax Assessment Act 1997. ASF distributes 95% of donated funds as grants to sports and retains 5% to cover operating costs.

Product overview

The Australian Sports Foundation operates a unified online fundraising platform (the ASF Fundraising Platform) through which sports clubs, organisations, and individual athletes can create campaigns and accept tax-deductible donations. The platform is extended through integrations with revolutioniseSPORT (enabling in-registration donations for clubs) and Shopify (enabling checkout donations for e-commerce). Supporting products include the Aussie Athlete Fund, Children's Sport Fund, and Sports Grants programs, all accessed through the same platform ecosystem. The offering also includes the ASF Help Desk for support, plus annual research publications (State of Sports Fundraising Report, Giving for Sport Report) that document the impact and growth of sports philanthropy.

Differentiator

Problem solved

Functional benefit

Brands

• Aussie Athlete Fund: Founded to build the sustainable athlete economy movement, supporting Aussie athletes with funding, education, financial wellbeing support, and corporate networking opportunities.

Products and services

• ASF Fundraising Platform Core online platform that enables sports clubs, organisations and individual athletes to create fundraising campaigns and accept tax-deductible donations from supporters 24/7. Features include campaign management, mobile-optimised donate forms, donor tracking, grant reporting and Stripe-based identity verification.
• revSPORT Integration Native integration with revolutioniseSPORT (revSPORT) that enables clubs using revSPORT to add a tax-deductible donation prompt during the online membership registration process, simplifying year-round fundraising for grassroots clubs.
• Shopify Donate at Checkout Shopify app integration that allows registered charities to prompt shoppers for tax-deductible donations at the point of purchase, driving additional fundraising with minimal friction.
• Aussie Athlete Fund Fund focused on building a sustainable athlete economy, providing financial support, education, and wellness resources to Australian athletes who risk abandoning their pursuit of representing Australia due to funding shortfalls.
• Children's Sport Fund Designated campaign fund addressing the decline in children's sport participation by helping families cover registration fees, equipment, uniforms and travel costs for young athletes.
• Sports Grants Grant funding administered through the Australian Sports Foundation Charitable Fund to support programs designed to increase healthy activity levels and grow participation in sport.

Quantifiable outcome

• $118.8M raised in FY25, a 20% increase year-over-year, demonstrating growing culture of sports philanthropy in Australia
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• The Dickinson FoundationcoreStrategic or Co-development PartnerPhilanthropic organization committed to helping young Australians participate, develop and stay in sport. Principal supporter of the Active Kids Grant program, enabling provision of sporting uniforms and equipment to grassroots junior sport and community clubs. Partnership removes barriers to participation for young people across Australia.
• revolutioniseSPORTcoreTechnology or IntegrationAustralia's most trusted online sports management platform serving 270+ governing bodies and 18,000 grassroots clubs. Integration enables clubs to seamlessly accept tax-deductible donations during membership registration process through ASF's fundraising platform. Partnership announced October 2024 with launch in December 2024.
• SwyshcoreStrategic or Co-development PartnerLeading video messaging platform connecting fans with sports stars. Proud supporter of Future Stars Grant, donating over $100,000 to help community sports clubs purchase equipment. Has contributed more than $1.4 million to amazing causes since launch. Partnership reduces costs for families and helps more kids stay active.
• The Aussie Athlete FundcoreStrategic or Co-development PartnerEmpowers Australian athletes and families with knowledge and strategies to secure financial stability during sporting careers and beyond. Provides tools for financial sustainability while creating pathways to connect with sponsors, mentors and wellness programs. Together building a brighter future for Australian sport.
• HART SportminorChannel Partner/ Reseller/ DistributorEstablished in 1992, HART Sport offers over 700 locally-manufactured foam and vinyl products for sports. Australian Made badge holder serving schools, clubs, businesses and individuals nationwide. Affiliate partner fostering an active and inclusive sporting community.
• ISC SportminorChannel Partner/ Reseller/ DistributorPreferred apparel partners passionate about supporting community and grassroots sport. Delivers custom kit expertise, creativity, responsiveness, quality and value for sporting teams, schools and businesses of every kind.
• School Sport VictoriaminorStrategic or Co-development PartnerPart of Department of Education delivering extensive school sport program to primary and secondary students across Victoria. Provides opportunities for students to represent school and Victoria at national championships. Delivers Victorian Teachers' Games. Strategic Directions 2020-2030 aims to engage more students in school sport.
• CLUBMAPminorStrategic or Co-development PartnerPreferred Club Support Partner helping more than 12,000 grassroots administrators from 70+ sports understand how to share the load. Provides support guides on committee structure, governance, planning, revenue generation, finance, membership, volunteers, sponsorship, technology and more since 2016.
• Australian Institute of SportcoreStrategic or Co-development PartnerCorporate Partner leading and enabling a united high performance sport system supporting Australian athletes to achieve international podium success. Evolving and expanding reach beyond original Canberra campus. Collaborates with National Sporting Organisations, National Institute Network and partners.
• Australian Sports CommissioncoreStrategic or Co-development PartnerCorporate Partner and Australian Government agency responsible for supporting and investing in sport and physical activity at all levels. Established 1985, governed by Board of Commissioners appointed by Minister for Sport. Supports and enables ASF's mission to strengthen sports philanthropy in Australia.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• revolutioniseSPORT (revSPORT): Australia's largest online sports management platform, serving 270+ governing bodies and 18,000 grassroots clubs. ASF's deep integration partnership with revSPORT (in-registration donations launched Dec 2024) makes it both a critical distribution channel and a peer in the Australian grassroots-sport technology stack.
• GiveNow: Australian online fundraising and donation platform operated by Our Community, providing DGR-compliant donation processing for Australian nonprofits. Directly comparable to ASF in target market (Australian not-for-profits) and core offering (online tax-deductible donation processing), with overlapping donor and fundraiser audiences.
• GoFundMe: Global crowdfunding platform frequently used by individual athletes and sports clubs to raise money. While GoFundMe donations are not tax-deductible in Australia, it competes for the same fundraisers and donors that ASF serves, making it the closest direct comparator in online sports fundraising.
• Good2Give: Australian workplace-giving and donation infrastructure provider enabling payroll-integrated donations to DGR-registered charities. Comparable in function to ASF's donation-processing layer, but targeting workplace giving rather than sports-specific community club and athlete fundraisers.

Others

• Philanthropy Australia: Industry body representing Australian philanthropic funders and foundations. Relevant as an ecosystem peer (membership, advocacy, sector research) given ASF's role as a sports-focused grantmaking foundation, though it does not directly compete for fundraising dollars.

Regional players

• The Smith Family: Large Australian children's-education charity addressing disadvantage. Comparable as a major Australian DGR-registered non-profit reliant on mass-market philanthropy and donor stewardship, though operating in a different cause vertical (education vs. sport).

Broad incumbents

• Australian Institute of Sport: Government-led high-performance sport agency supporting elite Australian athletes. While AIS is the dominant incumbent for elite-athlete funding, ASF complements it through philanthropic funding (e.g. Peter Bol, Caitlin Parker), making it a comparable mission-aligned but structurally distinct peer.
• Australian Sports Commission (Sport Australia): Australian Government agency responsible for investing in sport and physical activity at all levels, and an ASF corporate partner. It is a broader incumbent in the same sports-funding ecosystem, distributing public funding to NSOs whereas ASF channels private philanthropic donations to clubs and athletes.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/aussportsfdn
• Facebookfacebook.com/australiansportsfoundation
• LinkedInlinkedin.com/company/australian-sports-foundation
• Instagraminstagram.com/aussportsfoundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries2 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 Australian Sports Foundation