San Diego Seals
The San Diego Seals are a professional box lacrosse franchise in the National Lacrosse League, playing home games at Pechanga Arena San Diego and serving local fans, youth athletes, corporate partners, and community groups through ticketed games, premium hospitality, sponsorships, and youth development programs.
- Company typePrivate
- Founded2018
- HeadquartersSan Diego, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What San Diego Seals does
The San Diego Seals are a professional box lacrosse franchise and member club of the National Lacrosse League (NLL), owned and operated by SD Lacrosse LLC. Founded in 2018 and entering the NLL for the 2018-19 season, the team plays its home games at Pechanga Arena San Diego (12,000+ capacity) and is the only professional box lacrosse franchise in San Diego and the broader western United States. The franchise has made the NLL playoffs in all six full seasons under founding General Manager and Head Coach Patrick Merrill, earned the top Western Conference seed with a 14-4 record in 2022-23, and reached the NLL Semifinals for the third time in franchise history during the 2025-26 season.
The Seals generate revenue across five streams: ticket sales (single-game at $40, season memberships, group tickets at $30 for 10+), premium hospitality (The Cove field-level suites, Beach Club for 50 guests, Premier Boxes up to 12-person, and the 21+ Funner Zone by Harrah's), corporate sponsorships (UCSD Health, Sharp HealthCare, Harrah's Resort SoCal, Margaritaville Hotel San Diego, Iron Orr Fitness, Stella Artois, Cutwater Spirits), merchandise e-commerce through shopsealslax.com, and youth development programs (Junior Seals Summer Camps at $250/player, Winter Training at $300/player, and free YMCA Jr. Seals clinics at seven San Diego County branches). The tech stack is intentionally thin: AXS powers digital ticketing, TeamSnap handles youth-program registration, and Google Analytics supports web traffic analysis. There is no proprietary technology platform, app, or AI/ML capability.
The customer base spans four primary segments: sports fans purchasing individual and season tickets, youth athletes (K-10th grade) enrolled in development programs, military and first responders receiving complimentary admission through the Heroes Program (Vet Tix and 1st Tix partnerships), and corporate groups purchasing premium hospitality for client entertainment and team building. Distribution is direct-to-consumer through the AXS ticketing platform, supplemented by self-serve registration via TeamSnap and YMCA branch-level youth enrollment. Marketing relies on organic social (Twitter, Instagram, Facebook, TikTok, YouTube, LinkedIn), SMS opt-in campaigns, community grassroots activations, and earned media through ESPNU/ESPN+ broadcast coverage of select games and playoffs.
San Diego Seals firmographics
Firmographics- Name
- San Diego Seals
- Legal name
- SD Lacrosse LLC
- Website
- https://sealslax.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The San Diego Seals are a professional box lacrosse franchise in the National Lacrosse League, playing home games at Pechanga Arena San Diego and serving local fans, youth athletes, corporate partners, and community groups through ticketed games, premium hospitality, sponsorships, and youth development programs.
- Ownership category
- akta.pro rank
San Diego Seals industry classification
Industry- Product category
- Professional Sports Entertainment
- NAICS
- Spectator Sports (71121), Other Spectator Sports (711219)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Lacrosse Leagues (MPAKAAAO)
- akta.pro secondary industries
- Team Sports Matches (Club & National) (MPAGAMAB), Professional Live Sports Leagues & Tours (MPAGAMAA)
Keywords
Where San Diego Seals is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
San Diego Seals business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Ticket Sales: Revenue from single-game tickets, season tickets, group tickets, and premium seating (Funner Zone, The Cove, Beach Club, Premier Boxes) at Pechanga Arena San Diego.
- E-commerce/Merchandise: Online team store sales through shopsealslax.com offering branded merchandise including jerseys, apparel, and accessories.
- Premium Hospitality: Revenue from premium seating experiences including The Cove field-level hospitality, Beach Club, Premier Boxes, and Stella Lounge access. Includes catering and in-seat wait service.
- Corporate Sponsorships & Partnerships: Partnership arrangements with corporate sponsors including healthcare providers (UCSD Health, Sharp), hotels (Margaritaville), fitness (Iron Orr Fitness), and other local businesses. Includes naming rights, in-arena branding, and promotional activations.
- Youth Development Programs: Revenue from Junior Seals camps, winter training sessions, and YMCA Jr. Seals lacrosse clinics. Summer camps priced at $250 per player, winter training at $300 per player.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Funner Zone by Harrah's - Standing room on glass with 21+ age requirement |
| Subscription | Multi-year contract | Premier Season Ticket Package - VIP Center or Glass Seats |
| Unit Pricing | Pay-as-you-go | Junior Seals Summer Skills Camp - Ages K-10th grade, 9am-1pm |
| Unit Pricing | Pay-as-you-go | Junior Seals Winter Training Sessions - Boys and Girls Box Players |
| Subscription | Multi-year contract | The Cove Premium Field-level Hospitality |
| Subscription | Pay-as-you-go | San Diego Seals Beach Club - Private hospitality area |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels10 records
San Diego Seals product offering
Product offeringCore offering
The San Diego Seals operate as a professional box lacrosse franchise in the National Lacrosse League, delivering live game entertainment at Pechanga Arena San Diego during a December–April regular season. The franchise monetizes attendance through single-game, season, group, and premium seating tiers (The Cove, Beach Club, Premier Boxes, Funner Zone by Harrah's), supplemented by merchandise, corporate sponsorships, youth lacrosse camps and clinics, and community ticketing programs for military and first responders.
Product overview
The San Diego Seals operate as a professional box lacrosse team in the National Lacrosse League (NLL), offering live game entertainment at Pechanga Arena San Diego. The product portfolio centers on game attendance (season tickets, single game tickets, group tickets) with premium seating experiences including The Cove hospitality suites, The Beach Club, Premier Boxes, and the Funner Zone 21+ experience. Youth development programs include the Jr. Seals Summer Skills Camp, Winter Training Sessions, and YMCA Jr. Seals Lacrosse Clinics. Community initiatives include the Heroes Program providing free tickets to military and first responders through Vet Tix and 1st Tix partnerships.
Differentiator
Problem solved
Functional benefit
Products and services
- San Diego Seals Box Lacrosse Games Professional NLL box lacrosse games played at Pechanga Arena San Diego; regular season runs December through April as the only professional box lacrosse offering in San Diego and the western United States.
- Season Tickets Annual season ticket memberships to all home games with member-only gifts, 20% discount on additional single-game tickets, playoff priority, 15% team store discount, and interest-free payment plans.
- Single Game Tickets Individual game admission tickets sold through the AXS digital ticketing platform for home games at Pechanga Arena San Diego, with mobile entry, transfer, and resale capabilities.
- Group Tickets Discounted ticketing for groups of 10 or more with reserved block seating, group shout-outs during games, and Fan Experience Packages including halftime scrimmages, turf time, bench experiences, and on-field photo opportunities.
- The Cove Premium Field-level Hospitality Field-level premier hospitality area located directly behind the goal with premium decor, in-seat wait service, complimentary parking, and appetizers; includes eight 4-person glass suites and three 6-person elevated suites.
- San Diego Seals Beach Club Private premium hospitality area on the lower level against the glass with 50-guest capacity, 20 premium comfort seats, exclusive private bar, high-top tables, and Stella Artois Lounge access; entire venue must be reserved.
- Premier Boxes Private premium viewing boxes at the top of the lower section available in 8-person or 12-person configurations for group bookings.
- Funner Zone by Harrah's Resort Southern California 21+ standing-room-only premium experience directly on the glass at Pechanga Arena with two full bars, DJ booth access, $10 food & beverage credit per game, and proximity to the Stella Lounge; available as single-game ($40) or season tickets ($252).
- Junior Seals Summer Skills Camp Youth lacrosse camp for grades K-10th providing fundamental skills instruction for both indoor box and outdoor game; includes lunch, athletic trainer on site, sublimated reversible pinnie, and four complimentary tickets to the season opener, priced at $250 per player.
- Junior Seals Winter Training Sessions Winter training program for boys and girls box lacrosse players of all ages led by Seals players (Zack Deaken, Ben McIntosh, Wes Berg, Jake Govett, Tre Leclaire, Patrick Shoemay); sessions held at Rady Children's Field with age-group divisions (Crown, Rookies, Salty, Pups) at $300 per player.
- YMCA Jr. Seals Lacrosse Clinics Weekly non-contact lacrosse clinics for children and teens at 7 YMCA branches across San Diego County with YMCA staff trained by Seals professionals; free to participants at Copley-Price and Jackie Robinson Family YMCA locations.
- Heroes Program Community initiative providing free game tickets to service members through Vet Tix (active-duty military, veterans, Gold Star families) and 1st Tix (law enforcement, firefighters, EMTs, 911 dispatchers, registered nurses), subject to a small delivery fee.
- San Diego Seals Team Merchandise Online team store sales through shopsealslax.com offering branded merchandise including jerseys, apparel, and accessories.
Quantifiable outcome
- Reached NLL Playoff Semifinals (2025-26 season) - third time in franchise history
- +2 more outcomes
Companies that use San Diego Seals
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
San Diego Seals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
San Diego Seals partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship, core and minor.
- National Lacrosse League (NLL)flagshipThe San Diego Seals are a Member Club of the National Lacrosse League, North America's premier professional indoor lacrosse league founded in 1986. The Seals joined the league in the 2018-19 season. NLL shares fan data with member clubs and coordinates league-wide initiatives.
- YMCA of San Diego CountycoreSan Diego Seals partnership with YMCA to create youth lacrosse access through weekly Jr. Seals lacrosse clinics at 7 YMCA branches across San Diego County. Free clinics offered at Copley-Price and Jackie Robinson Family YMCA locations. YMCA staff trained by Seals professionals.
- Harrah's Resort Southern CaliforniacoreExciting new partnership with Harrah's Resort Southern California (owned by Rincon Tribe) creates the Funner Zone premium viewing experience at Pechanga Arena. Features 21+ standing-room-only glass-side experience with two full bars and DJ booth.
- Rady Children's HospitalcoreRady Children's Hospital serves as the team's practice facility partner at Rady Children's Field. The facility hosts Junior Seals winter training sessions and summer camps.
- UCSD HealthcoreOfficial Health Care Provider of the San Diego Seals. Partnership provides healthcare services and visibility at team events and community programs.
- Vet TixcoreVet Tix provides free tickets to San Diego Seals games for active-duty military, veterans, National Guard/Reserve members, retired military, and Gold Star families through the Heroes Program.
- 1st Tixcore1st Tix provides free tickets to San Diego Seals games for law enforcement officers (active/retired), firefighters, EMTs, paramedics, 911 dispatchers, and registered nurses through the Heroes Program.
- Stella ArtoisminorStella Artois Lounge is an exclusive hospitality area accessible to premium season ticket members and Funner Zone ticket holders at Pechanga Arena.
- Cutwater SpiritsminorCutwater Patio is a private outdoor space available for group hosting prior to games, named after Cutwater Spirits.
- Sharp HealthCarecoreSharp HealthCare is listed as a partner of the San Diego Seals, providing healthcare-related sponsorship and visibility at team events.
- Margaritaville Hotel San DiegominorMargaritaville Hotel San Diego partners with the San Diego Seals for hospitality and travel-related benefits for visiting teams and fans.
- Iron Orr FitnessminorIron Orr Fitness partners with the San Diego Seals for fitness-related content and athlete development support.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
San Diego Seals competitors and assessment
Company assessmentDirect peers
- New York Riptide: The New York Riptide are an NLL expansion-era franchise, comparable to the Seals in terms of operational maturity, market characteristics, and revenue model. Identical league structure and box lacrosse product make them a direct operational peer.
- Buffalo Bandits: The Buffalo Bandits are an NLL original franchise with a long-tenured box lacrosse product and one of the league's strongest fan bases — a useful benchmark for the Seals' potential ceiling. Comparable due to shared league business model and ticketing/premium hospitality operations.
- Calgary Roughnecks: Calgary Roughnecks are a Western Conference NLL franchise with a comparable box lacrosse product, professional sports operations model, and similar revenue mix (tickets, merchandise, corporate sponsorships). Comparable due to shared league economics and direct competition for NLL Western Conference positioning.
- Toronto Rock: The Toronto Rock are one of the NLL's most decorated franchises and eliminated the Seals in the 2025-26 semifinals. Comparable due to identical league structure, box lacrosse product, and similar professional sports franchise operations.
- Halifax Thunderbirds: The Halifax Thunderbirds are an NLL expansion-era franchise launched in 2019, similar in maturity to the Seals. Comparable due to similar dual-country (US/Canada) league structure, professional sports franchise operations, and youth development/community programs.
- Colorado Mammoth: The Colorado Mammoth are a fellow NLL Western Conference franchise and the most direct competitive peer of the San Diego Seals, sharing identical league structure, revenue model (tickets, sponsorship, premium hospitality), and box lacrosse product. The Mammoth also compete for Western Conference playoff positioning and have a long-standing rivalry with San Diego (knocking out the Seals in 2025-26 semifinals).
- Georgia Swarm: The Georgia Swarm are an NLL expansion-era franchise (joined 2016) similar to the Seals in operational maturity, business model, and growth trajectory. Comparable due to similar size, similar season-ticket and corporate partnership strategies, and box lacrosse product.
- Philadelphia Wings: The Philadelphia Wings are one of the NLL's most established franchises, sharing the same league, business model, and box lacrosse product as the Seals. Comparable due to similar ticket pricing structures, premium hospitality suites, and youth development programs.
- Saskatchewan Rush: The Saskatchewan Rush are an NLL Western Conference franchise with a proven track record of competitive on-field performance and strong community engagement — both attributes that mirror the Seals' operational model. Comparable due to identical league structure, premium hospitality offerings, and grassroots youth development programming.
Emerging players
- Fort Worth (NLL expansion team): Fort Worth is the newest NLL franchise, providing a useful comparable for the Seals as a peer in the league's expansion strategy. Comparable due to identical league structure, business model, and target customer base (lacrosse fans and box lacrosse newcomers).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
San Diego Seals social profiles
Digital presenceSan Diego Seals compliance and trust
Trust signalCompliance2 records
San Diego Seals financial estimates
Financial estimateRevenue estimate
Valuation estimate
San Diego Seals leadership team
Management profileNumber of profiles
Profiles6 records
San Diego Seals funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
San Diego Seals 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 San Diego Seals
What does San Diego Seals do?
The San Diego Seals operate as a professional box lacrosse franchise in the National Lacrosse League, delivering live game entertainment at Pechanga Arena San Diego during a December–April regular season. The franchise monetizes attendance through single-game, season, group, and premium seating tiers (The Cove, Beach Club, Premier Boxes, Funner Zone by Harrah's), supplemented by merchandise, corporate sponsorships, youth lacrosse camps and clinics, and community ticketing programs for military and first responders.
Is San Diego Seals a public or private company?
San Diego Seals is a private company. It is classified as unknown and is currently operating.
When was San Diego Seals founded?
San Diego Seals was founded in 2018. It employs 11 to 50 people.
Where is San Diego Seals based?
San Diego Seals is headquartered in San Diego, United States, in the North America region.
How does San Diego Seals make money?
Five revenue lines are on record. Ticket Sales are the primary driver. The others are E-commerce/Merchandise, premium Hospitality, corporate Sponsorships & Partnerships and youth Development Programs.
Who are San Diego Seals's main competitors?
Direct peers on record are New York Riptide, Buffalo Bandits, Calgary Roughnecks, Toronto Rock, Halifax Thunderbirds, Colorado Mammoth, Georgia Swarm, Philadelphia Wings and Saskatchewan Rush. Fort Worth (NLL expansion team) is listed as an emerging player.
Does San Diego Seals have an API?
No public API is recorded for San Diego Seals.
What industry is San Diego Seals in?
San Diego Seals's product category is Professional Sports Entertainment. Its primary akta.pro industry code is MPAKAAAO, Lacrosse Leagues, with a secondary code of MPAGAMAB, Team Sports Matches (Club & National). Its NAICS code is 71121 and its SIC code is 7900.