Under the Lights Powered by Under Armour
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.
- Company typePrivate
- Founded2015
- HeadquartersLakeland, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
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.
Under the Lights Powered by Under Armour firmographics
Firmographics- 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
Under the Lights Powered by Under Armour industry classification
Industry- 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
Where Under the Lights Powered by Under Armour is headquartered
LocationHeadquarters
- HQ city
- Lakeland
- HQ country
- United States
- HQ region
- North America
Markets served
Under the Lights Powered by Under Armour business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- 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
Under the Lights Powered by Under Armour product offering
Product offeringCore 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.
Companies that use Under the Lights Powered by Under Armour
Customer profileSegments1 record
Ideal customer profiles1 record
Under the Lights Powered by Under Armour technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Under the Lights Powered by Under Armour partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and supporting.
- Under ArmourcoreUnder 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 SportscoreUnrivaled 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.
- GameBreakersupportingGameBreaker 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
Under the Lights Powered by Under Armour competitors and assessment
Company assessmentDirect 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
Under the Lights Powered by Under Armour social profiles
Digital presenceUnder the Lights Powered by Under Armour financial estimates
Financial estimateRevenue estimate
Valuation estimate
Under the Lights Powered by Under Armour leadership team
Management profileNumber of profiles
Under the Lights Powered by Under Armour funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Under the Lights Powered by Under Armour 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 Under the Lights Powered by Under Armour
What does Under the Lights Powered by Under Armour do?
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.
Is Under the Lights Powered by Under Armour a public or private company?
Under the Lights Powered by Under Armour is a private company. It is classified as corporate owned and is currently operating.
When was Under the Lights Powered by Under Armour founded?
Under the Lights Powered by Under Armour was founded in 2015. It employs 5,001 to 10,000 people.
Where is Under the Lights Powered by Under Armour based?
Under the Lights Powered by Under Armour is headquartered in Lakeland, United States, in the North America region.
How does Under the Lights Powered by Under Armour make money?
One revenue line is on record: seasonal League Registration Fees.
Who are Under the Lights Powered by Under Armour's main competitors?
Direct peers on record are NFL FLAG, i9 Sports, National Flag Football, Pop Warner Little Scholars, American Youth Football (AYF) and RCX Sports. Others are SportsEngine and GameBreaker. Broad incumbents are USA Football and YMCA Youth Sports.
Does Under the Lights Powered by Under Armour have an API?
No public API is recorded for Under the Lights Powered by Under Armour.
What industry is Under the Lights Powered by Under Armour in?
Under the Lights Powered by Under Armour's product category is Youth Sports League. Its primary akta.pro industry code is MPAGAMAF, Youth & Amateur Sports Tournaments, with a secondary code of MPAKAJAA, Youth Multi-Sport Camps (General Athletics, Summer Camps). Its NAICS code is 71394 and its SIC code is 7997.