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Affinity Sports

Full company profile

uuid00237g8

Namestring
Affinity Sports
Legal namestring
Sports Connect
Websiteurl
affinity-sports.com
Company typeenum
Private
Founded yearint
2002
Short descriptiontext

Affinity Sports operates Sports Connect, a cloud-based youth sports management SaaS platform providing registration, websites, payment processing, scheduling, and compliance tools to U.S. national governing bodies and local clubs and leagues across soccer, baseball, football, basketball, and other sports.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
51–100
akta.pro rankint
HeadquartersSan Diego, United States
HQ citystring
San Diego
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Keyword5 values
youth sports management, online registration software, sports league administration, payment processing platform, sports organization software
Industry4 codes
PRIMARYMPAKAKAM
Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity)
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Management & Promotion Services
SECONDARYMPAKACAF
Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues)
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)
SECONDARYMPAKACAE
Local Amateur Clubs & Community Sports Organizations
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)
SECONDARYMPAKAFAF
Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs)
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Rights Holders & Governing Bodies (Federations, Associations, Sanctioning Bodies)
NAICS code2 codes
  • Sports and Recreation Instruction61162
  • Fitness and Recreational Sports Centers71394
SIC code1 code
  • Services-Amusement & Recreation Services7900
Product category
Youth Sports Management Software
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model1 record
1Subscription Software Licensing
TypeSubscription Recurring
Description

Recurring subscription-based software licensing for youth sports organizations to access registration, website, payment processing, and management tools. Organizations pay on a recurring basis for access to the platform.

sportsconnect.com:443
Marketing channels4 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels2 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
GTM typeB2B
B2B
Offering typeSoftware
Software
Core offering1 text field

Sports Connect is a cloud-based youth sports management SaaS platform that provides online registration, professional websites, integrated payment processing, team management, scheduling, reporting, communication tools, and safety/compliance features (including pitch count tracking and background checks) for national governing bodies, state associations, local clubs, leagues, and camps. It is sold via a sales-led motion with demo-driven conversion and recurring subscription licensing across multiple youth sports including soccer, baseball/softball, football, basketball, volleyball, hockey, and lacrosse.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 value
  • Registration numbers can more than double year-over-year after switching to Sports Connect
Product overview1 text field

Sports Connect is a unified youth sports management platform offering online registration, professional website building, payment processing, team management, scheduling, reporting, and communication tools. The platform serves sports organizations across multiple sports including soccer, baseball, softball, football, basketball, volleyball, hockey, lacrosse, and camps. It functions as a single integrated product rather than a modular architecture.

Product and service1 record
1Sports Connect
CategoryYouth Sports Management Software (SaaS)
Description

Unified cloud-based youth sports management SaaS platform offering online registration, professional website building, payment processing, team and roster management, scheduling, reporting, communication tools, safety and compliance features (including pitch count tracking and background checks), and online fan-wear e-commerce. Built for national and state governing bodies, local clubs and leagues, camps, and the parents, coaches, and athletes who participate in youth soccer, baseball/softball, football, basketball, volleyball, hockey, and lacrosse.

Scale indicator3 records

Each record includes

Type, Value, Description, Source

Partnership8 partners
1US Youth Soccer
Strategic tierCoreTypeStrategic or Co-development Partner
Description

Official partner of US Youth Soccer with integrations to the USSF National Data Center, providing official data connectivity for soccer organizations using the platform.

2U.S. Soccer
Strategic tierCoreTypeStrategic or Co-development Partner
Description

Official partner with direct integrations to the USSF National Data Center, enabling official registration and credential verification for soccer participants.

3USA Football
Strategic tierCoreTypeStrategic or Co-development Partner
Description

Official partner of USA Football providing user-friendly tools to bring football leagues online with official organization support.

4Pop Warner
Strategic tierCoreTypeStrategic or Co-development Partner
Description

Official partner of Pop Warner with tools designed to support youth football and cheer organizations.

5Little League Baseball
Strategic tierCoreTypeStrategic or Co-development Partner
Description

Official partner of Little League Baseball with pitch count tracking to simplify baseball season management and ensure player safety compliance.

6PONY Baseball and Softball
Strategic tierCoreTypeStrategic or Co-development Partner
Description

Official partner of PONY with pitch count tracking and compliance features for baseball and softball organizations.

7Amateur Athletic Union (AAU)
Strategic tierCoreTypeStrategic or Co-development Partner
Description

Official partner of the Amateur Athletic Union for basketball with solutions to manage everything from registration to tournaments.

8US Lacrosse
Strategic tierCoreTypeStrategic or Co-development Partner
Description

Official partner of US Lacrosse with easy scheduling and automated team creation alongside official member integration.

Recent move3 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight5 records

Each record includes

Type, Description

Peers8 records
1SportsEngine
TypeDirect peer
Description

Major direct competitor owned by NBC Sports, providing registration, websites, and league management for youth sports organizations including former Blue Sombrero customers. Comparable target market and feature set, with the added advantage of NBCUniversal media distribution.

2Stack Sports
TypeBroad incumbent
Description

Broader sports technology platform whose legal/policy infrastructure hosts Sports Connect (per footer links). Operates a wider portfolio across registration, tournaments, camps, and performance — adjacent rather than head-to-head with Sports Connect's youth registration niche.

3TeamSnap
TypeDirect peer
Description

Team and league management platform widely used across youth, recreational, and amateur sports with scheduling, communication, and payments features. Overlaps Sports Connect at the team/league admin layer and serves similar SMB and club segments.

4LeagueApps
TypeDirect peer
Description

Direct competitor in the youth and amateur sports management platform market, offering registration, scheduling, payments, and communication tools to leagues and clubs across multiple sports. Highly comparable product surface and customer base to Sports Connect.

5ACTIVE Network
TypeDirect peer
Description

Established sports and recreation management platform offering registration, membership management, and activity scheduling for leagues, camps, and clubs. Comparable SaaS model serving sports organizations, though broader across recreation activities.

6PlayMetrics
TypeDirect peer
Description

Direct youth sports management competitor; the company has publicly announced a combination with Sports Connect, indicating near-identical product scope (club and league registration, team management, tournaments) and overlapping customer base.

7Jersey Watch
TypeEmerging player
Description

Youth sports league management platform offering registration, websites, and payment processing primarily to baseball/softball and basketball leagues. Direct functional overlap with Sports Connect for small and mid-sized youth leagues, particularly in baseball/softball.

8Crossbar
TypeEmerging player
Description

Specialized youth and amateur sports registration and tournament management platform. Smaller and more focused than Sports Connect, but addresses the same registration/league admin pain points for a similar SMB league audience.

Market position
Strengths5 records

Each record includes

Headline, Details, Source

Weaknesses5 records

Each record includes

Headline, Details, Source

Competitive moat5 records

Each record includes

Type, Details

Key risks7 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Named customers3 records

Each record includes

Name, Industry, Type, Use case, Source, UUID

Segment3 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile2 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
Yes
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Feature10 records

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Affinity Sports

Youth Sports Management Softwareaffinity-sports.com

Affinity Sports operates Sports Connect, a cloud-based youth sports management SaaS platform providing registration, websites, payment processing, scheduling, and compliance tools to U.S. national governing bodies and local clubs and leagues across soccer, baseball, football, basketball, and other sports.

Affinity Sports firmographics

Firmographics
Name
Affinity Sports
Legal name
Sports Connect
Website
https://affinity-sports.com
Company type
Private
Founded year
2002
Operating status
Operating
Headcount range
51–100 employees
Short description
Affinity Sports operates Sports Connect, a cloud-based youth sports management SaaS platform providing registration, websites, payment processing, scheduling, and compliance tools to U.S. national governing bodies and local clubs and leagues across soccer, baseball, football, basketball, and other sports.
Ownership category
akta.pro rank

Affinity Sports industry classification

Industry
Product category
Youth Sports Management Software
NAICS
Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)
SIC
Services-Amusement & Recreation Services (7900)
akta.pro industry
PRIMARYMPAKAKAM
Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity)
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Management & Promotion Services
SECONDARYMPAKACAF
Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues)
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)
SECONDARYMPAKACAE
Local Amateur Clubs & Community Sports Organizations
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)
SECONDARYMPAKAFAF
Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs)
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Rights Holders & Governing Bodies (Federations, Associations, Sanctioning Bodies)

Keywords

  • Youth sports management
  • Online registration software
  • Sports league administration
  • Payment processing platform
  • Sports organization software

Where Affinity Sports is headquartered

Location

Headquarters

HQ city
San Diego
HQ country
United States
HQ region
North America

Markets served

Affinity Sports business model

Business model
GTM type
B2B
Offering type
Software
Cost components
Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

  1. Subscription Software Licensing: Recurring subscription-based software licensing for youth sports organizations to access registration, website, payment processing, and management tools. Organizations pay on a recurring basis for access to the platform.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Affinity Sports product offering

Product offering

Core offering

Sports Connect is a cloud-based youth sports management SaaS platform that provides online registration, professional websites, integrated payment processing, team management, scheduling, reporting, communication tools, and safety/compliance features (including pitch count tracking and background checks) for national governing bodies, state associations, local clubs, leagues, and camps. It is sold via a sales-led motion with demo-driven conversion and recurring subscription licensing across multiple youth sports including soccer, baseball/softball, football, basketball, volleyball, hockey, and lacrosse.

Product overview

Sports Connect is a unified youth sports management platform offering online registration, professional website building, payment processing, team management, scheduling, reporting, and communication tools. The platform serves sports organizations across multiple sports including soccer, baseball, softball, football, basketball, volleyball, hockey, lacrosse, and camps. It functions as a single integrated product rather than a modular architecture.

Differentiator

Problem solved

Functional benefit

Products and services

  • Sports Connect Unified cloud-based youth sports management SaaS platform offering online registration, professional website building, payment processing, team and roster management, scheduling, reporting, communication tools, safety and compliance features (including pitch count tracking and background checks), and online fan-wear e-commerce. Built for national and state governing bodies, local clubs and leagues, camps, and the parents, coaches, and athletes who participate in youth soccer, baseball/softball, football, basketball, volleyball, hockey, and lacrosse.

Quantifiable outcome

  • Registration numbers can more than double year-over-year after switching to Sports Connect

Companies that use Affinity Sports

Customer profile

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Affinity Sports technology and API

Technology

Technology focussed Yes

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Feature10 records

Affinity Sports partnerships and signals

Strategic signal

Partnerships

Eight partnerships are on record, tiered core.

  • US Youth SoccercoreStrategic or Co-development PartnerOfficial partner of US Youth Soccer with integrations to the USSF National Data Center, providing official data connectivity for soccer organizations using the platform.
  • U.S. SoccercoreStrategic or Co-development PartnerOfficial partner with direct integrations to the USSF National Data Center, enabling official registration and credential verification for soccer participants.
  • USA FootballcoreStrategic or Co-development PartnerOfficial partner of USA Football providing user-friendly tools to bring football leagues online with official organization support.
  • Pop WarnercoreStrategic or Co-development PartnerOfficial partner of Pop Warner with tools designed to support youth football and cheer organizations.
  • Little League BaseballcoreStrategic or Co-development PartnerOfficial partner of Little League Baseball with pitch count tracking to simplify baseball season management and ensure player safety compliance.
  • PONY Baseball and SoftballcoreStrategic or Co-development PartnerOfficial partner of PONY with pitch count tracking and compliance features for baseball and softball organizations.
  • Amateur Athletic Union (AAU)coreStrategic or Co-development PartnerOfficial partner of the Amateur Athletic Union for basketball with solutions to manage everything from registration to tournaments.
  • US LacrossecoreStrategic or Co-development PartnerOfficial partner of US Lacrosse with easy scheduling and automated team creation alongside official member integration.

Scale indicators3 records

Recent moves3 records

Expansion highlights5 records

Affinity Sports competitors and assessment

Company assessment

Direct peers

  • SportsEngine: Major direct competitor owned by NBC Sports, providing registration, websites, and league management for youth sports organizations including former Blue Sombrero customers. Comparable target market and feature set, with the added advantage of NBCUniversal media distribution.
  • TeamSnap: Team and league management platform widely used across youth, recreational, and amateur sports with scheduling, communication, and payments features. Overlaps Sports Connect at the team/league admin layer and serves similar SMB and club segments.
  • LeagueApps: Direct competitor in the youth and amateur sports management platform market, offering registration, scheduling, payments, and communication tools to leagues and clubs across multiple sports. Highly comparable product surface and customer base to Sports Connect.
  • ACTIVE Network: Established sports and recreation management platform offering registration, membership management, and activity scheduling for leagues, camps, and clubs. Comparable SaaS model serving sports organizations, though broader across recreation activities.
  • PlayMetrics: Direct youth sports management competitor; the company has publicly announced a combination with Sports Connect, indicating near-identical product scope (club and league registration, team management, tournaments) and overlapping customer base.

Broad incumbents

  • Stack Sports: Broader sports technology platform whose legal/policy infrastructure hosts Sports Connect (per footer links). Operates a wider portfolio across registration, tournaments, camps, and performance — adjacent rather than head-to-head with Sports Connect's youth registration niche.

Emerging players

  • Jersey Watch: Youth sports league management platform offering registration, websites, and payment processing primarily to baseball/softball and basketball leagues. Direct functional overlap with Sports Connect for small and mid-sized youth leagues, particularly in baseball/softball.
  • Crossbar: Specialized youth and amateur sports registration and tournament management platform. Smaller and more focused than Sports Connect, but addresses the same registration/league admin pain points for a similar SMB league audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights6 records

Customer concentration

Affinity Sports social profiles

Digital presence

Affinity Sports financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Affinity Sports leadership team

Management profile

Number of profiles

Affinity Sports funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Affinity Sports M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Affinity Sports

What does Affinity Sports do?

Sports Connect is a cloud-based youth sports management SaaS platform that provides online registration, professional websites, integrated payment processing, team management, scheduling, reporting, communication tools, and safety/compliance features (including pitch count tracking and background checks) for national governing bodies, state associations, local clubs, leagues, and camps. It is sold via a sales-led motion with demo-driven conversion and recurring subscription licensing across multiple youth sports including soccer, baseball/softball, football, basketball, volleyball, hockey, and lacrosse.

Is Affinity Sports a public or private company?

Affinity Sports is a private company. It is classified as unknown and is currently operating.

When was Affinity Sports founded?

Affinity Sports was founded in 2002. It employs 51 to 100 people.

Where is Affinity Sports based?

Affinity Sports is headquartered in San Diego, United States, in the North America region.

How does Affinity Sports make money?

One revenue line is on record: subscription Software Licensing.

Who are Affinity Sports's main competitors?

Direct peers on record are SportsEngine, TeamSnap, LeagueApps, ACTIVE Network and PlayMetrics. Stack Sports is listed as a broad incumbent. Emerging players are Jersey Watch and Crossbar.

Does Affinity Sports have an API?

No public API is recorded for Affinity Sports.

What industry is Affinity Sports in?

Affinity Sports's product category is Youth Sports Management Software. Its primary akta.pro industry code is MPAKAKAM, Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity), with a secondary code of MPAKACAF, Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues). Its NAICS code is 61162 and its SIC code is 7900.

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Live signals
PR NewswireGeorgia Soccer Revolutionize The Business Of Youth Soccer With Affinity Sports' Time Saving, Next Generation TechnologyAffinity Sports, LLC and Georgia Soccer announced a three-year exclusive technology partnership renewal, continuing the provision of business intelligence, player management, and online registration tools to Georgia Soccer's 86,000-plus members. The platform enables youth soccer associations to reduce administrative burden, with Affinity Sports reportedly saving registrars approximately three hours per player and processing over $100 million in annual player and team registration payments. The partnership renewal underscores the growing role of data-driven technology in youth sports management across the United States.PR NewswireAffinity Sports and Minnesota Youth Soccer Association Announce Technology Partnership to Grow Youth Soccer by Making Life Easier -- Saving Tens of Thousands of Hours of Repetitive Tasks by Parents, SAffinity Sports and the Minnesota Youth Soccer Association signed a five-year exclusive technology partnership on June 17, 2016, to deliver integrated software solutions including player data management, online registration, and compliance tools. The platform will serve over 61,000 youth soccer players, coaches, administrators, and volunteers in Minnesota, streamlining operations and reducing manual workload for staff and volunteers. Affinity Sports, which has invested over $10 million in technology since 2002, currently serves 28 US Youth Soccer State Associations and 10 US Adult Soccer State Associations, representing more than 1.2 million players.PR NewswireWashington Youth Soccer Embraces Affinity Sports Technology To Improve SoccerWashington Youth Soccer has renewed its five-year contract with Affinity Sports for online player registration and sports management technology. Affinity Sports, a San Diego-based company, provides an integrated platform serving 26 State Associations and over 2 million players, coaches, and volunteers, and anticipates processing over $100 million in payments through its online registration service over the next 12 months. The company reports that 8 out of 9 US Youth Soccer State Associations that switched vendors in the past three years chose Affinity Sports.PR NewswireWest Virginia Soccer Association Partners with Affinity Sports to Grow the GameAffinity Sports, a San Diego-based technology company specializing in sports management software, announced a technology partnership with West Virginia Soccer Association to provide online registration and administrative platform solutions for the organization's 20,000 youth and adult soccer players. Affinity Sports currently serves 26 US Youth Soccer State Associations with over 2 million players and anticipates processing over $100 million in payments annually through its platform. The partnership aims to reduce administrative burden on volunteers by eliminating manual data entry and duplicate player records.PR NewswireSouth Carolina Youth Soccer and Affinity Sports Partner to Bring Technology to SoccerAffinity Sports and South Carolina Youth Soccer announced a technology partnership on March 1, 2016, to provide online registration, digital player cards, and sports management software to the organization's 25,000 youth soccer players in South Carolina. South Carolina Youth Soccer evaluated six online registration platforms before selecting Affinity Sports, which serves 23 state associations and over 1.2 million players across the United States. The partnership includes access to Affinity Advantage member benefits such as FlipGive fundraising and NextWave Registration Saver insurance.PR NewswireFor The Good Of The Game - Affinity Sports Brings Technology To The Soccer FieldAffinity Sports, a San Diego-based sports technology company, launched interactive Digital Playing Cards in January 2016, replacing paper player cards with smartphone-accessible digital versions for youth soccer associations across the USA. The company serves 22 State Associations and over 1.2 million players, claiming the new technology will prevent teams from forfeiting games due to missing, lost, or stolen cards. State soccer associations in Utah, Oregon, and California have endorsed the platform, with Utah Youth Soccer Association reporting $500,000 more in registration fees collected using Affinity Sports.PR NewswireAffinity Sports Welcomes TeamRunner To Affinity AdvantageAffinity Sports has partnered with TeamRunner to integrate its travel management technology into the Affinity Advantage program, aiming to reduce costs for soccer players and families. The collaboration targets the $212 billion sports travel industry by streamlining logistics and providing tangible financial benefits to the 1.2 million soccer players registered through Affinity Sports software.PR NewswireAffinity Sports Launches Digital Playing CardsAffinity Sports, a San Diego-based sports technology firm, announced the launch of Interactive Digital Player Cards for the youth and adult soccer market in the USA, replacing traditional printed cards with a mobile-accessible digital platform. The system aims to address fraud issues and serve more than 1.2 million soccer players across the country, including 14 U.S. Youth Soccer State Associations and 8 US Adult Soccer State Associations. The company, which has invested over $10 million in development since its 2002 launch, positions the product as a more secure and environmentally friendly alternative to paper cards.