Under the Lights Powered by Under Armour

What Under the Lights Powered by Under Armour does

Under the Lights Powered by Under Armour (legally Under The Lights Flag Football LLC) is a national youth flag football league operator serving children from Pre-Kindergarten through 8th grade at locations across the United States and Canada. Founded in 2015 and headquartered in Lakeland, Florida, the league organizes competitive non-contact flag football programs across four seasons (Fall, Winter, Spring, Summer), with each game staffed by an on-site League Commissioner and experienced officials. Parents find and register children through a league search function on the company's website, eliminating the need for team sponsors and including all essential equipment (game shirt, shorts, football, and flag belts) in the registration fee.

The business operates on a direct-to-consumer seasonal registration model, charging per-player fees that bundle equipment and officiating. Underlying operations are powered by SportsEngine's Sports Relationship Management (SRM) platform, which handles league website, registration, and game-day logistics. Safety features include mandatory mouthguards and pocketless shorts; small roster sizes are enforced to guarantee playing time. Merchandise and equipment (flag belts, custom footballs) are sold through a dedicated GameBreaker storefront, and a Dropbox-based portal allows families to share highlight plays.

The company is privately held and was acquired in 2023 by Unrivaled Sports — a sports operating company backed by investors Harris and Blitzer — as part of an expansion of Unrivaled's flag football division. Under Armour serves as title brand power sponsor, providing apparel branding and credibility, while GameBreaker serves as the official merchandise channel. The reported employee count of 5,001-10,000 is unusually large for a single-product league operator and likely encompasses part-time seasonal coaches, referees, and commissioners distributed across the local league network.

Name

Under the Lights Powered by Under Armour

Legal name

Under The Lights Flag Football LLC

Website

https://uaflag.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Under the Lights Powered by Under Armour is a national youth flag football league operator serving Pre-K through 8th-grade athletes across the US and Canada, generating revenue through seasonal registration fees and operating under Unrivaled Sports ownership.

Ownership category

akta.pro rank

Product category

Youth Sports League

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Youth & Amateur Sports Tournaments (MPAGAMAF)

akta.pro secondary industry

Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA)

Keywords

• Youth flag football
• Flag football league
• Youth sports league
• Community athletics
• Sports league registration

Headquarters

HQ city

Lakeland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Seasonal League Registration Fees: Parents pay registration fees for children to participate in youth flag football leagues across multiple seasons. Registration includes game shirt, shorts, football, and flag belts for each player.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Under the Lights Powered by Under Armour operates a national youth flag football league for children in Pre-Kindergarten through 8th grade, offering competitive, non-contact, confidence-building flag football experiences across Fall, Winter, Spring, and Summer seasons at locations throughout North America. The registration fee includes a game shirt, shorts, football, and flag belts for each player, with no team sponsor requirements. Each game is supported by an on-site League Commissioner, experienced officials, mandatory safety equipment (mouthguards, pocketless shorts), and a community-focused atmosphere.

Product overview

Under the Lights Flag Football is a single unified youth sports league program powered by Under Armour and operated by Unrivaled Sports. The core offering is the flag football league itself, which includes game shirts, shorts, footballs, and flag belts provided to players and teams as part of registration. The league operates across multiple seasons with experienced officials and league commissioners on-site, emphasizing safety, small roster sizes ensuring everyone plays, and community fun for boys and girls of all skill levels.

Differentiator

Problem solved

Functional benefit

Products and services

• Under the Lights Flag Football League A national youth flag football league for children in Pre-Kindergarten through 8th grade, offering competitive, non-contact flag football experiences across four seasons at locations throughout North America. Registration includes game shirt, shorts, football, and flag belts for each player, with an on-site League Commissioner, experienced officials, and a safety-focused environment.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and supporting.

• Under ArmourcoreGTM or Marketing Partner · 1 January 2023Under Armour is the title brand power sponsor of Under the Lights Flag Football. The league is branded as 'Under the Lights Powered by Under Armour.' Provides brand credibility, apparel expertise, and marketing support for the national youth flag football league targeting Pre-K through 8th grade athletes.
• Unrivaled SportscoreStrategic or Co-development Partner · 1 January 2023Unrivaled Sports is the parent company that owns Under The Lights Flag Football LLC. Under the Lights was acquired to expand Unrivaled Sports' flag football division portfolio, backed by investors Harris and Blitzer.
• GameBreakersupportingChannel Partner/ Reseller/ DistributorGameBreaker operates the official online merchandise store for Under the Lights products including flag belts and custom footballs. Players and parents can purchase official league merchandise through the GameBreaker storefront.

Scale indicators1 record

Expansion highlights5 records

Direct peers

• NFL FLAG: NFL's official youth flag football program operated by RCX Sports, the largest direct competitor to Under the Lights in the national youth flag football category with similar age range and league-based delivery model.
• i9 Sports: National provider of organized youth sports leagues (including flag football) across multiple sports and age groups, competing for the same parent-direct registration dollars with a similar franchise/local-league model.
• National Flag Football: National youth and adult flag football tournament and league operator; competes in the same flag football category with comparable tournament/league programming for youth athletes.
• Pop Warner Little Scholars: Long-standing national youth football organization (tackle and flag), competing for participation in the same Pre-K through 8th-grade football demographic, with comparable league-based delivery.
• American Youth Football (AYF): Established national youth football organization offering tackle and flag programming for similar age groups; competes for the same youth football participation pool although historically more tackle-oriented.
• RCX Sports: Operator of NFL FLAG and other youth flag football leagues, RCX Sports is a direct competitor with national infrastructure, strong IP tie-ins, and a multi-program portfolio that overlaps with Under the Lights' positioning.

Others

• SportsEngine: NBC Sports-owned youth sports league management platform that powers Under the Lights' registration and league search website; an enabling technology provider in the youth sports stack.
• GameBreaker: Manufacturer and online retailer of flag belts and custom footballs that operates the official Under the Lights merchandise store; a key channel/distribution partner rather than a direct competitor.

Broad incumbents

• USA Football: National governing body for amateur football in the U.S. that sets standards and promotes flag football growth; broader incumbent that overlaps strategically with Under the Lights on flag football development and officiating standards.
• YMCA Youth Sports: Community-based youth sports programming including flag football offered through local YMCA branches; a broader incumbent that competes for the same youth sports registration dollars through a venue-based, community-driven model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/underthelightsflag
• LinkedInlinkedin.com/company/under-the-lights-flag-football

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 Under the Lights Powered by Under Armour