Belief Sports

What Belief Sports does

Belief Sports is a UK-based custom sportswear manufacturer that designs, produces, and distributes bespoke team kits for amateur and professional sports clubs, schools, and individual athletes. The company operates from Caerphilly, Wales, with additional offices in Japan and Canada, and was founded in 2011 as a private limited company (Belief Sports Ltd, Company No. 07844689). Its core product line spans custom kits for rugby, football, touch rugby, netball, athletics, and cycling, with supporting lifestyle accessories (caps, hoodies, socks, jackets) and an education-specific catalogue covering GCSE, A-Level, and university PE kits.

The underlying technology stack centres on an online design tool that allows customers to colour-select, customise, and personalise kits with logos, names, numbers, and sponsor marks, backed by in-house designers for assisted orders. Production uses sublimation printing on technically advanced fabrics, with a six-month warranty on custom products. The company operates a Club Shops platform providing 100+ dedicated branded webstores for affiliated clubs, enabling self-service team ordering and serving as a community-driven distribution layer.

The business model combines unit-pricing direct-to-consumer e-commerce (credit/debit card and PayPal checkout) with bespoke kit quoting. Revenues are transactively generated through bespoke kit orders, club shop purchases, and education supply contracts. Pricing is pay-as-you-go with no subscription or recurring model; bespoke orders carry 4-5 week delivery and stock items 3-4 weeks. The go-to-market is product-led and community-led, relying on the website, club shop network, and direct education relationships rather than paid acquisition.

Name

Belief Sports

Legal name

Belief Sports Ltd

Website

https://beliefsports.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Belief Sports is a Caerphilly-based custom sportswear manufacturer that designs, produces, and distributes bespoke team kits for amateur and professional sports clubs, schools, and universities across the UK with international offices in Japan and Canada.

Ownership category

akta.pro rank

Product category

Custom Sportswear Manufacturing

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sportswear Customization & Printing Retail (CRAMACAK)

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Customized & Personalized Fan Gear Retail (CRAMAOAJ), Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards) (EDAEAIAG)

Keywords

• Custom sportswear manufacturing
• Bespoke team kits
• Sports apparel design
• Club shop platform
• Sublimation printed uniforms

Headquarters

HQ city

Caerphilly

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Sports Kit Sales: One-time purchase of bespoke team sportswear. Customers design or customise kits through the online designer, order is manufactured and delivered. Payment via credit/debit cards or PayPal.
2. Club Shop Sales: E-commerce platform enabling individual club members to purchase from their club's dedicated shop with club-specific branding and coordinated bulk orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels3 records

Core offering

Belief Sports designs, manufactures, and sells bespoke custom sports kits for rugby, football, touch rugby, netball, athletics, and cycling, using an online design tool or in-house designers, with sublimation printing and technically advanced performance fabrics. Customers include sports clubs, schools, universities, colleges, and individual athletes, ordering through dedicated club shops, the main beliefsports.uk website, or direct supply agreements for educational institutions.

Product overview

Belief Sports is a custom sportswear manufacturer offering bespoke kit design and manufacturing services. The core offering consists of customisable sports kits across six main sports categories: Rugby Kit, Football Kit, Touch Rugby Kit, Netball Kit, Athletics Kit, and Cycling Kit. The company operates primarily through its Club Shops platform, which provides dedicated branded webstores for sports clubs, schools, and educational institutions. Additional sub-products include training apparel (tees, hoodies, jackets, shorts, vests), accessories (socks, caps, bucket hats), and PE kit packages for schools. The business model combines an online design tool for customer self-service with in-house design assistance. Delivery timeframes are 3-4 weeks for stock items and 5-6 weeks for bespoke orders, with a six-month warranty on all custom products.

Differentiator

Problem solved

Functional benefit

Products and services

• Rugby Kit Custom rugby kits manufactured to order with high-quality materials, customisable through an online design tool for colours, styles, logos, player names, sponsors, and numbers. Covered by a six-month warranty. Sold to rugby clubs from amateur to professional league level.
• Football Kit Bespoke custom football kits for amateur and professional teams, customisable from shirt to shorts to socks using technically advanced materials and sublimation printing. Covered by a six-month warranty.
• Touch Rugby Kit Custom touch rugby kits customisable through an online design tool for team colours, badges, names, numbers, and sponsor logos, with full-colour embroidered details available. Manufactured using high-performance materials with a six-month warranty.
• Netball Kit Custom netball kits customisable for colours, styles, and finishing details including dresses, tops, and skorts. Manufactured with quality fabrics chosen for comfort, performance, and durability. Six-month warranty included.
• Athletics Kit High-performance custom athletics kit with sublimation printing for team and sponsor logos, personalisation with names and numbers. Uses comfortable and durable fabrics for a professional look. Covered by a six-month warranty.
• Cycling Kit Custom cycling kits manufactured from technically advanced fabrics designed for comfort and durability. Fully customisable with the online design tool for colours, styles, club logos, sponsors, names, and numbers. Covered by a six-month warranty.
• Club Shops Platform Online platform providing dedicated branded webstores for sports clubs so their members can order custom team kit. Covers rugby, football, cricket, netball, AFL, boxing, athletics, and touch rugby. Over 100 club shops in operation.
• Education Kit Service Sports kit supply service for schools, universities, and colleges, including GCSE and A-Level PE kits, school uniforms, and team apparel. Includes PE packs at fixed price points.

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stanno: Netherlands-based team sportswear manufacturer offering custom kits for football, hockey, and other sports. Comparable to Belief Sports in serving amateur and professional clubs with bespoke teamwear and online design tools.
• Erreà: Italian custom team sportswear manufacturer producing bespoke kits for football, rugby, and other sports at amateur and professional levels. Directly comparable to Belief Sports in offering custom team kits with online design tools and club shop programs.
• Joma: Spanish sportswear manufacturer producing custom team kits for football, futsal, basketball, and other sports. Directly competes with Belief Sports in the bespoke sportswear market with similar product range and customization options.
• Macron: Italian custom team sportswear manufacturer producing bespoke kits for football, rugby, basketball, and other sports. Operates in the same bespoke teamwear category as Belief Sports with similar online customization and club shop concepts.
• Hummel: Danish sportswear brand producing custom team kits for football, handball, and other sports globally. Comparable to Belief Sports in the custom team sportswear category with established presence in European club and school markets.
• Kukri Sports: UK-based custom teamwear manufacturer offering bespoke kits for sports clubs, schools, and universities with an online design tool. Direct competitor to Belief Sports in the custom sportswear space, with similar customer segments and product range across multiple sports.
• Canterbury: New Zealand-rooted sportswear brand specialising in rugby kit and team apparel, with significant UK and European presence. Competes directly with Belief Sports in the rugby and team sportswear segments with both custom and stock offerings.

Broad incumbents

• Adidas Teamwear: Global sportswear giant offering custom team kits through its teamwear division. While overlapping in custom sportswear, it serves a broader portfolio across retail, footwear, and consumer apparel, making it a broader incumbent rather than a focused specialist like Belief Sports.
• Decathlon: Global sporting goods retailer offering affordable sportswear and equipment across most sports categories. Competes with Belief Sports in the price-sensitive end of the team sportswear market as a broad incumbent with extensive geographic reach.
• Nike Team Sports: Global sportswear brand with a custom team sports division offering kits for football, rugby, basketball, and other sports. Overlaps with Belief Sports in custom teamwear but operates as a much broader consumer and athletic brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/beliefsports
• Facebookfacebook.com/beliefsports
• LinkedInlinkedin.com/company/a

Revenue estimate

Valuation estimate

Number of profiles

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 Belief Sports