Anthem Sports
Anthem Sports is a privately held, DTC e-commerce retailer headquartered in Pawcatuck, CT, selling brand-name sporting goods and team sports equipment across 25+ categories to individual athletes, coaches, schools, and athletic programs via its website, phone sales, and a dedicated Team Sales channel.
- Company typePrivate
- Founded2002
- HeadquartersPawcatuck, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Anthem Sports does
Anthem Sports is a privately held, direct-to-consumer e-commerce retailer of sporting goods and team sports equipment, headquartered in Pawcatuck, Connecticut. The company operates anthem-sports.com as its primary sales channel, supplemented by phone ordering (1-800-688-6709) and a dedicated Team Sales department handling bulk institutional orders for schools, leagues, and athletic programs. Its catalog spans more than 25 sports categories — including baseball, basketball, football, soccer, softball, volleyball, lacrosse, field hockey, ice hockey, tennis, wrestling, gymnastics, track and field, pickleball, and emerging categories such as esports and water sports — alongside facility equipment (aluminum bleachers, player benches, scoreboards, field marking), with product prices ranging from roughly $5 to over $3,700. The company resells third-party brands (Wilson, Spalding, Rawlings, Nike, Mikasa, Baden, Champion, etc.) and offers regulatory-aligned SKUs approved by CIAC, NFHS, and NCAA; fulfillment is supported by same-day shipping for in-stock items ordered before 11am EST and a 100% satisfaction guarantee.
The business operates a standard multi-brand e-commerce platform with catalog browsing, shopping cart, account management, and a quote request system for team sales, and is supported by educational content (Coach's Corner, product buying guides) and an active social media presence across Facebook, Instagram, TikTok, Twitter, Threads, and YouTube, plus Trustpilot integration. Revenue is generated entirely through one-time transactional unit sales across consumer, SMB, and institutional (enterprise via Team Sales) buyer segments, with volume-based pricing available through the Team Sales channel. The firm is bootstrapped, with no disclosed funding rounds, no parent company, no M&A activity, no patents or trademarks on record, and a headcount of 11-50 employees.
Anthem Sports firmographics
Firmographics- Name
- Anthem Sports
- Legal name
- Anthem Sports
- Website
- https://anthem-sports.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Anthem Sports is a privately held, DTC e-commerce retailer headquartered in Pawcatuck, CT, selling brand-name sporting goods and team sports equipment across 25+ categories to individual athletes, coaches, schools, and athletic programs via its website, phone sales, and a dedicated Team Sales channel.
- Ownership category
- akta.pro rank
Anthem Sports industry classification
Industry- Product category
- Sporting Goods Retail
- NAICS
- Sporting Goods Retailers (459110), Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Team Sports Equipment & Uniforms Retail (CRAMABAE)
- akta.pro secondary industries
- American Football Equipment Retail (CRAMAEAD), Team Sports Goals, Nets & Field Equipment Retail (CRAMAEAK), Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ)
Keywords
Where Anthem Sports is headquartered
LocationHeadquarters
- HQ city
- Pawcatuck
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Anthem Sports business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Sporting Goods Sales: Anthem Sports generates revenue through direct retail sales of sporting goods and team sports equipment. Products are sold at varying price points ranging from small accessories to large equipment. The company offers items at promotional prices with sales sections for various sports categories. No subscription model is indicated.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual consumer purchases |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Anthem Sports product offering
Product offeringCore offering
Anthem Sports operates an e-commerce sporting goods store that sells brand-name team sports equipment, athletic facility products, and training gear across 25+ sports categories. The company serves individual consumers, coaches, athletic directors, schools, and organized athletic programs with multi-brand merchandise from manufacturers such as Wilson, Spalding, Rawlings, Nike, Molten, and Fisher, supplemented by a dedicated Team Sales department for bulk institutional purchasing. Core delivery channels include the anthem-sports.com website, phone ordering, and same-day shipping for in-stock items.
Product overview
Anthem Sports is an online sporting goods retailer and supplier of team sports equipment. The company offers a comprehensive portfolio of sports equipment across multiple categories rather than a single unified product. The core offering consists of equipment for team sports including baseball, basketball, soccer, football, softball, volleyball, lacrosse, field hockey, ice hockey, tennis, wrestling, gymnastics, track and field, and training/fitness equipment. Additionally, the company sells facility equipment such as aluminum bleachers, player benches, scoreboards, and field marking supplies. The product line includes both major branded merchandise (Wilson, Spalding, Nike, Rawlings, etc.) and proprietary/owned products. Key product categories include: Baseball Equipment (bats, balls, protective gear, training aids, umpire gear), Basketball Equipment (hoops, balls, backboards, training aids), Soccer Equipment (goals, balls, nets, protective gear), Football Equipment (protective gear, training equipment, field equipment), Softball Equipment (similar to baseball), Volleyball Equipment (nets, balls, posts, protective gear), Training & Fitness Equipment (conditioning, strength, agility training tools), and Scoreboard Systems. The company serves coaches, athletic directors, teams, schools, and individuals, operating as a multi-brand e-commerce platform with team sales capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Baseball Equipment Comprehensive catalog of baseball equipment including apparel, bats, balls, bases, batting cages, batting gloves, helmets, tees, catcher's gear, coaching accessories, pitching machines, pitching mounds, protective gear, screens, radar, scoreboards, training aids, turf mats, and umpire gear. Sold to schools, leagues, coaches, and individual players.
- Basketball Equipment
- Football Equipment
- Soccer Equipment
- Softball Equipment
- Volleyball Equipment
- Lacrosse Equipment
- Field Hockey Equipment
- Ice Hockey Equipment
- Training and Fitness Equipment
- Aluminum Bleachers
- Aluminum Player Benches
- Scoreboards
- Track and Field Equipment
- Tennis Court Equipment
- Wrestling Equipment
- Gymnastics Equipment
- Pickleball Equipment
- Water Sports Equipment
- Physical Education Equipment
- Coaching Equipment
- Sports Medicine Equipment
- CIAC Approved Balls
- NFHS and NCAA Approved Balls
- Field Marking Equipment
- Facility Equipment
- Fan Zone Products
- Protective Apparel
- Crowd Control Barriers
- Esports Equipment
- Street Hockey Equipment
- Futsal Equipment
- Golf Training Equipment
- U.S. Flags
- Team Sales Department
Quantifiable outcome
- Same-day shipping for in-stock items ordered by 11am EST
- +1 more outcomes
Companies that use Anthem Sports
Customer profileSegments3 records
Ideal customer profiles3 records
Anthem Sports technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Anthem Sports partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Anthem Sports competitors and assessment
Company assessmentDirect peers
- School Specialty: School Specialty is a major supplier of K–12 education materials including physical education and athletic equipment. Overlaps with Anthem Sports in PE equipment, gymnasium gear, and school athletic procurement programs with a similar institutional sales motion.
- Academy Sports + Outdoors: Academy Sports + Outdoors operates a multi-channel sporting goods retail business serving team sports, fitness, and outdoor categories very similar to Anthem Sports' assortment. Overlap is direct in baseball, basketball, football, soccer, and outdoor categories with comparable B2B and consumer offerings.
- Gopher Sport: Gopher Sport specializes in physical education, athletic, and fitness equipment for schools and recreation centers — a direct overlap with Anthem Sports' PE equipment and training categories, with a comparable focus on educational institutions and B2B team sales.
- BSN Sports: BSN Sports is a leading direct-to-team supplier of athletic equipment, apparel, and footwear to schools, leagues, and youth programs — virtually identical Team Sales GTM motion to Anthem Sports' institutional channel, with overlapping brand partnerships and catalog.
- Eastbay: Eastbay is a long-standing team sports equipment and athletic footwear retailer serving schools, teams, and individuals. Its catalog (footwear, apparel, equipment across major sports) directly mirrors Anthem Sports' multi-sport team offerings with a similar institutional and consumer mix.
- Modell's Sporting Goods (online assets): Modell's was a long-standing multi-category U.S. sporting goods retailer (now primarily an online brand) covering team sports, fan gear, and equipment — directly overlapping Anthem Sports' team sports equipment and fan zone assortments.
- Dick's Sporting Goods: Dick's Sporting Goods is a large U.S. sporting goods retailer carrying team sports equipment, apparel, and footwear across the same categories as Anthem Sports (baseball, basketball, football, soccer). It is the most directly comparable big-box competitor with overlapping product assortment and B2B team sports programs.
Broad incumbents
- Amazon (Sports & Outdoors): Amazon is the dominant broad-line e-commerce incumbent competing with Anthem Sports across nearly every product category it sells (baseballs, training aids, scoreboards, fans). Marketplace dynamics and Amazon's pricing pressure are key competitive forces for Anthem Sports.
- Sportsman's Warehouse: Sportsman's Warehouse is a multi-category sporting goods retailer with outdoor, hunting, fishing, and some team sports overlap. Less focused on school/team sales, but competes for the same consumer and institutional athletic budget share as Anthem Sports.
Emerging players
- Riddell / All American Scoreboards: Riddell and affiliated brands produce and distribute sports protective equipment and facility products (e.g., scoreboards) that overlap with Anthem Sports' catalog in protective gear, scoreboards, and team equipment categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Anthem Sports social profiles
Digital presenceAnthem Sports financial estimates
Financial estimateRevenue estimate
Valuation estimate
Anthem Sports leadership team
Management profileNumber of profiles
Anthem Sports funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Anthem Sports 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 Anthem Sports
What does Anthem Sports do?
Anthem Sports operates an e-commerce sporting goods store that sells brand-name team sports equipment, athletic facility products, and training gear across 25+ sports categories. The company serves individual consumers, coaches, athletic directors, schools, and organized athletic programs with multi-brand merchandise from manufacturers such as Wilson, Spalding, Rawlings, Nike, Molten, and Fisher, supplemented by a dedicated Team Sales department for bulk institutional purchasing. Core delivery channels include the anthem-sports.com website, phone ordering, and same-day shipping for in-stock items.
Is Anthem Sports a public or private company?
Anthem Sports is a private company. It is classified as unknown and is currently operating.
When was Anthem Sports founded?
Anthem Sports was founded in 2002. It employs 11 to 50 people.
Where is Anthem Sports based?
Anthem Sports is headquartered in Pawcatuck, United States, in the North America region.
How does Anthem Sports make money?
One revenue line is on record: retail Sporting Goods Sales.
Who are Anthem Sports's main competitors?
Direct peers on record are School Specialty, Academy Sports + Outdoors, Gopher Sport, BSN Sports, Eastbay, Modell's Sporting Goods (online assets) and Dick's Sporting Goods. Broad incumbents are Amazon (Sports & Outdoors) and Sportsman's Warehouse. Riddell / All American Scoreboards is listed as an emerging player.
Does Anthem Sports have an API?
No public API is recorded for Anthem Sports.
What industry is Anthem Sports in?
Anthem Sports's product category is Sporting Goods Retail. Its primary akta.pro industry code is CRAMABAE, Team Sports Equipment & Uniforms Retail, with a secondary code of CRAMAEAD, American Football Equipment Retail. Its NAICS code is 459110 and its SIC code is 3949.