SAS Sport

What SAS Sport does

SAS Sport Ltd is a privately held New Zealand custom sportswear manufacturer founded in 1993 in Hunua, south of Auckland, and currently headquartered at 521 Rosebank Road, Avondale, Auckland. The company designs, produces, and sells custom teamwear for sports clubs, schools, and community organisations across rugby, rugby league, basketball, netball, cricket, volleyball, football, hockey, touch/tag rugby, rowing, and multi-sport codes, organised across Club, Performance, and Elite garment tiers. Manufacturing is conducted in-house using sublimation printing and cut & sew techniques, with proprietary Dri-Tec performance fabric featured in higher-tier products. Beyond custom orders (6–8 week lead time), SAS sells a stock apparel and accessories range (bags, balls, caps, bottles, tag sets) through its e-commerce storefront and physical retail location, and distributes via a family of related brands — Lotto Sports, The Uniform Shoppe, Team Tees, and The Ball Store. Customers are primarily NZ-based amateur and community sports clubs and schools, with secondary exposure to charity merchandise programs (Crohn's and Colitis NZ, Deaf Aotearoa, Autism NZ, Uplift in Kind) and small-scale international orders from Australia and the United Kingdom. Revenue is generated through one-time custom teamwear orders and stock product sales, with payment facilitated via Zip pay-in-4 instalments; the company employs 11–50 people and does not disclose revenue.

Name

SAS Sport

Legal name

SAS Sport Ltd

Website

https://sas.co.nz

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

SAS Sport is a New Zealand-based custom sportswear manufacturer (founded 1993) producing teamwear, uniforms, and accessories for sports clubs, schools, charities, and community organisations across New Zealand, with international shipping to Australia and the UK.

Ownership category

akta.pro rank

Product category

Custom Sportswear and Teamwear

NAICS

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

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Team & School Athletic Uniforms Retail (CRAMACAJ)

Keywords

• Custom sportswear
• Team uniforms
• Sublimation printing
• Sports apparel manufacturing
• Teamwear design

Headquarters

HQ city

Papakura

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Teamwear Sales: Primary revenue stream from custom-made team uniforms and sportswear for sports clubs, schools, and teams across New Zealand. Orders are placed through a consultative design process with 6-8 week lead times and delivered to customer specifications.
2. Stock/Apparel Sales: Sale of standard sports apparel, accessories, and equipment through e-commerce platform including singlets, shorts, uniforms for various sports, bags, caps, and balls.
3. Payment Plan (Zip Integration): Interest-free payment plans offered through Zip for customers to spread cost of purchases over time, potentially driving higher order values

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

SAS Sport manufactures and sells custom teamwear and sports apparel for New Zealand sports clubs, schools, corporates, and charities, covering more than nine sports (basketball, rugby/league, netball, cricket, volleyball, football/hockey, touch/tag rugby, rowing, multi-sport) across Club, Performance, and Elite tiers. Production is anchored by an in-house sublimation printing and cut-and-sew operation, supported by a consultative custom design service with 6–8 week lead times. The company also retails standard accessories (bags, balls, headwear, bottles, sport accessories) and uniforms through its e-commerce platform, a physical Auckland store, and a family of brands network.

Product overview

SAS Sport is a New Zealand-based custom sportswear manufacturer founded in 1993, offering a comprehensive portfolio of teamwear across multiple sports including Basketball, Rugby/Rugby League, Netball, Cricket, Volleyball, Football/Hockey, Touch/Tag Rugby, Rowing, and Multi Sports. The product lineup spans three tiers: Club (entry-level), Performance (mid-tier), and Elite (premium), with offerings across apparel categories including shorts, singlets, jerseys, dresses, skirts, skorts, and spanx. Beyond sports-specific apparel, SAS Sport provides accessories (bags, balls, caps, bottles, tag sets), uniforms for men, women, and kids, charity partnerships (Crohns and Colitis NZ, Deaf Aotearoa, Autism NZ), and school uniform programs. The company operates a custom design service enabling teams to customize products with team colors, offering 6-8 weeks lead time for custom orders. SAS Sport's family of brands includes Lotto Sports, The Uniform Shoppe, Team Tees, and The Ball Store.

Differentiator

Problem solved

Functional benefit

Products and services

• Basketball Apparel Custom basketball teamwear including shorts, singlets, and reversible garments for clubs, schools, and teams, available in Club, Performance, and Elite tiers.
• Rugby and Rugby League Apparel Custom rugby teamwear including shorts, jerseys, and reversible garments for rugby union, rugby league, and tag/touch variations, available in Club, Performance, and Elite tiers.
• Netball Apparel Custom netball teamwear including spanx, shorts, skirts, skorts, singlets, dresses, and capped sleeve tops, available in Club and Performance tiers.
• Cricket Apparel Custom cricket teamwear including match polos, sweaters, trousers, and match tees, available in Performance and Elite tiers.
• Volleyball Apparel Custom volleyball teamwear including shorts, spanx, sports bras, vests, and long sleeve/capped sleeve tops, available in Club and Performance tiers.
• Football and Hockey Apparel Custom football and hockey teamwear including goalkeeper jerseys and shorts, tops, hockey skirts, skorts, singlets, and dresses, available in Club and Performance tiers.
• Touch and Tag Rugby Apparel Custom touch and tag rugby teamwear including spans, shorts, match tees, and singlets, available in Elite tier.
• Rowing Apparel Custom rowing teamwear for clubs and teams.
• Multi Sports Apparel Multi-sport teamwear options for various sports and competitions.
• Uniforms - Unisex Unisex uniforms including singlets, t-shirts, and hoodies for general sportswear use.
• Uniforms - Mens Mens uniforms including shorts, singlets, jackets, trackpants, polos, and t-shirts in various fabric options.
• Uniforms - Womens Womens uniforms including jackets, trackpants, polos, skorts, and hoodies.
• Uniforms - Kids Kids uniforms including shorts, singlets, jackets, and t-shirts in various fabric options.
• Singlet Packs Team packs of singlets available in adult and curve styles with various pack sizes (e.g., Adults Paneled Singlet Team Pack $150, Curve Singlet Pack $199, Contrast Singlet Packs $265–$285).
• Sports Bags Sports bags including backpacks, kit bags, wheely bags, duffle bags, and team bags in various sizes for clubs, teams, and individual buyers.
• Sports Balls Sports balls including tag balls, rugby balls, touch balls, netball balls, and basketballs for clubs, schools, and individual buyers.
• Caps and Headwear Adjustable caps, bucket hats, and beanies in various styles and colors for clubs, teams, and individual buyers.
• Bottles and Drinkware Water bottles, squirt bottles, protein shakers, and bottle holders for sports use.
• Sport Accessories Face masks, tag sets, lanyards, coffee cups, sweat towels, and ball pumps.
• NZTFI Tag Balls Official NZTFI tag balls including mini, junior, and senior sizes with pro max grip and high air retention bladder, supplied as the official match ball for New Zealand Touch Football competitions.
• School Uniform Products Custom school sports uniforms for various New Zealand schools, with multiple product types per school covering inter-school competitions and physical education programs.
• Custom Teamwear Design and Ordering Service Consultative custom teamwear design service enabling teams to customize apparel with team colors and designs; 6–8 weeks lead time for custom orders with delivery in 2–4 days for urban NZ and 3–6 days for rural areas; order pickup available at the Auckland store.

Quantifiable outcome

• 30+ years in business since 1993
• +2 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Lotto SportsminorOthersPart of the SAS family of brands network. Lotto Sports (lottosports.co.nz) operates as a related brand within the same corporate group, providing additional sportswear distribution and retail channels.
• The Uniform ShoppeminorOthersPart of the SAS family of brands network. The Uniform Shoppe (theuniformshoppe.co.nz) operates as a related brand within the same corporate group focusing on uniform apparel.
• Team TeesminorOthersPart of the SAS family of brands network. Team Tees (teamtees.co.nz) operates as a related brand within the same corporate group.
• The Ball StoreminorOthersPart of the SAS family of brands network. The Ball Store (theballstore.co.nz) operates as a related brand within the same corporate group focusing on sports balls and equipment.
• Monty Betham (SAS Ambassador)coreGTM or Marketing PartnerMonty Betham serves as SAS Sport Ambassador, representing the brand in the New Zealand sports community. Monty is quoted as saying 'SAS have helped build the very communities I have cared about, since forever. I feel privileged to join them.' This partnership provides brand advocacy and community connection.
• NZTFI (New Zealand Touch Football Incorporated)coreStrategic or Co-development PartnerOfficial Match Ball supplier for NZTFI. SAS provides official tag balls (NZTFI Mini, NZTFI Orange, NZTFI Green) for New Zealand Touch Football competitions, establishing official product partnerships with the governing body.
• Uplift in KindminorGTM or Marketing PartnerCharitable partnership where SAS Sport produces and sells branded apparel (Side Line, Flight Line, Sky Line tees and hoodies) with proceeds supporting the Uplift in Kind charity.
• Deaf AotearoaminorGTM or Marketing PartnerCharitable partnership where SAS Sport produces and sells Deaf Tee products (Adults $20, Kids $18) to support Deaf Aotearoa charity initiatives.
• Autism NZminorGTM or Marketing PartnerCharitable partnership for Autism NZ Hoods Up Day, with SAS Sport producing and selling charity apparel to support autism awareness.
• Crohn's and Colitis NZminorGTM or Marketing PartnerCharitable partnership where SAS Sport supports Crohn's and Colitis NZ through product offerings.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Champion Teamwear: Champion's custom teamwear division provides decorated and sublimated uniforms for schools, leagues, and clubs. Operates with broader scale and global brand recognition versus SAS, but overlaps directly in custom team apparel.
• Under Armour: Global performance apparel brand offering custom team uniforms and on-field apparel across multiple sports. Competes with SAS at the higher performance tier, particularly through school and club sponsorship deals.
• Adidas Custom / Team Sports: Global sportswear giant with custom teamwear programs and broad rugby, basketball, cricket, and football team apparel. Competes with SAS at the elite tier in NZ and beyond, leveraging superior brand and athlete sponsorship budgets.
• Nike Team Sports: Global sportswear leader with team customization platforms (Nike Team) for basketball, rugby, football, and more. Operates in adjacent space with overlapping target customers (clubs, schools, federations), though at much higher price points.

Direct peers

• Canterbury of New Zealand: Iconic NZ rugby and team sports apparel brand, now owned by Hanesbrands. Directly competes with SAS Sport in custom rugby, rugby league, and team sports apparel for NZ schools and clubs, sharing the same target customer base.
• Holloway Sportswear: US-based custom team uniform and athletic apparel manufacturer with broad sports coverage. Comparable custom teamwear manufacturer model with tiered product offerings, sublimation, and embroidery capabilities serving schools and clubs.
• Badger Sport: US-based custom team sports apparel manufacturer specializing in sublimated uniforms for youth, school, and league customers. Directly comparable in product offering (sublimated teamwear), target market (clubs, schools), and custom-design service model.
• Gilbert Rugby: Specialist rugby equipment and apparel brand with official match ball and teamwear offerings. Directly comparable in rugby apparel and ball supply to SAS's NZTFI tag ball partnership and rugby uniform product line.
• Augusta Sportswear: US-based manufacturer of custom team uniforms and athletic apparel across baseball, basketball, football, soccer, and more. Highly comparable custom teamwear manufacturer with sublimation capabilities and tiered product offerings like SAS.

Regional players

• AS Colour: New Zealand-based apparel manufacturer supplying blank and customizable apparel for screen printing and embroidery. Operates in the same NZ market and competes for the same custom teamwear and school uniform customers, though with a different distribution model (B2B blanks).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SassportsNZ

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 SAS Sport