United Heroes League

What United Heroes League does

United Heroes League is a 501(c)(3) nonprofit organization founded in 2010 (originally as Defending The Blue Line, rebranded in 2016 to broaden scope beyond hockey) that supports children of U.S. and Canadian military service members through sports participation. Headquartered in Hastings, Minnesota, the organization distributes free sports equipment (hockey, baseball, soccer, football, lacrosse, golf, basketball, rollerblades, and toys), sports registration grants of up to $500 per grant (maximum two per year), and free tickets to professional and college sporting events donated by partner teams. Supplementary programs include Warrior Camp (an annual hockey day camp serving 100 military children ages 7-18), the recently opened Scheels Rink (an NHL-size outdoor ice sheet available for rental at $290 per 60 minutes), and the Confidence Course (a veteran-led outdoor team-building experience at $35 per person with a $750 minimum booking).

The organization operates a U.S./Canada distribution model: beneficiaries enroll online, request equipment (which is shipped nationally or available for pickup at the Hastings warehouse), apply for grants during spring (March 1-31) and fall (August 1-31) windows, and are notified about ticket and event opportunities via email distribution. United Heroes League has reported over $500,000 paid in grants to military families, has outfitted thousands of military children with equipment, and was named the 2026 Stick Tap for Service honoree by Navy Federal Credit Union and the NHL. Partnerships span the NHL (Minnesota Wild, San Jose Sharks, Washington Capitals, Anaheim Ducks, Carolina Hurricanes), NBA (Minnesota Timberwolves, ambassador Tyus Jones, Bell Bank co-sponsorship), and NFL (Minnesota Vikings), alongside corporate sponsors including Nike, Scheels, Bauer Hockey, Navy Federal Credit Union, Arby's, UPS, US LBM, Pepsi, and Twin Cities Orthopedics.

Revenue is diversified across donations (cash, recurring, planned giving via stocks/life insurance/bequests, plus an Amazon wishlist), event revenue (Freedom Fest concerts, Camo Gala, ice fishing tournaments, golf tournaments), facility rentals (Scheels Rink), program fees (Confidence Course), merchandise sales, and memorial brick purchases ($200-$10,000). The organization is led by President and Founder Shane Hudella and Chief Marketing and Development Officer Ben Mattson, with Federal Tax ID 27-0711063 and CFC donor code 51125 for federal employee giving programs.

Name

United Heroes League

Legal name

United Heroes League

Website

https://unitedheroesleague.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

United Heroes League is a 501(c)(3) nonprofit providing free sports equipment, registration grants, and game tickets to children of U.S. and Canadian military families. Headquartered in Hastings, MN, it partners with the NHL, NBA, NFL, and corporate sponsors to remove youth sports barriers.

Ownership category

akta.pro rank

Product category

Military Family Support Services

NAICS

Business, Professional, Labor, Political, and Similar Organizations (8139), Civic and Social Organizations (813410), Sports Teams and Clubs (711211)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

akta.pro secondary industries

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK), Athletics Fundraising, Sponsorships & NIL Support (EDALAIAN)

Keywords

• Military family support
• Sports equipment donations
• Youth sports grants
• Nonprofit military services
• Community sports programs

Headquarters

HQ city

Hastings

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Charitable Contributions: Primary revenue stream from individual and corporate donations. The organization accepts cash donations, equipment donations, and non-cash assets including stocks, bonds, real estate, and life insurance. Federal Tax ID: 27-0711063.
2. Event Revenue: Revenue generated from events including Freedom Fest concerts, ice fishing tournaments, Camo Gala events, and golf tournaments. Events include ticket sales, table sales, team sponsorships, and merchandise.
3. Ice Rink Rentals: Revenue from renting the Scheels Rink facility at $290 per 60 minutes for hockey ice time. All rental proceeds benefit military kids and are tax deductible.
4. Confidence Course Bookings: Revenue from team-building experiences at $35 per person with a $750 minimum booking fee. Veteran-led outdoor activities for schools, sports teams, and corporate groups.
5. Merchandise Sales: Sales of United Heroes League branded merchandise through the UHL Gear Store, Amazon wishlist, and on-site sales at events.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels11 records

Core offering

United Heroes League provides free sports equipment, financial grants for sports registration fees (up to $500 per grant), and special sports-related experiences to children of U.S. and Canadian military service members. The nonprofit also runs the Warrior Camp hockey day camp, Confidence Course team-building experience, and Scheels Rink ice rentals, while raising funds through donations, events, sponsorships, merchandise, and a memorial brick program.

Product overview

United Heroes League is a 501(c)(3) nonprofit organization that operates a multi-faceted support platform for military families, offering financial and in-kind assistance to help children of service members participate in sports. The core portfolio includes a sports equipment donation program (shipping hockey, baseball, soccer, football, lacrosse, golf, basketball, rollerblades, and youth sets), sports registration grants (up to $500 per grant, two per year), and a game tickets program distributing professional/college sports tickets to eligible military families. Supplementary programs include Warrior Camp (annual hockey day camp at UHL Campus), the Scheels Rink (NHL-size outdoor ice available for rental), the Confidence Course (veteran-led team building), and special events such as Freedom Fest (outdoor music festival), the Justin Morneau Ice Fishing Classic, and the Toronto Golf Tournament. The organization also operates a merchandise store, a Heroes Monument brick memorial program, the Camo Gala fundraising event, volunteer coordination, and charitable/estate giving options. All programs are targeted at active duty, combat-wounded, retired (20+ years), and KIA military families and their children under 18.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Equipment Donation Program Provides new or gently used sports equipment to military children ages 4 and up (goaltender equipment ages 7+), covering hockey, baseball, soccer, football, lacrosse, golf, basketball, rollerblades, and youth sets/toys. Equipment is shipped nationally or available for pickup at the Hastings, MN warehouse by appointment, with an estimated 30-day fulfillment window.
• Sports Registration Grants Financial grants covering local youth sports registration fees for military children, with up to $500 per grant and a maximum of two grants per year (one in spring, one in fall). Covers hockey, baseball, softball, basketball, soccer, football, lacrosse, golf, volleyball, and wrestling. Applications accepted during Spring (March 1-31) and Fall (August 1-31) windows.
• Game Tickets Program

Quantifiable outcome

• Over $500,000 in grants paid to help with local registration fees
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

24 partnerships are on record, tiered core and minor.

• NikecoreGTM or Marketing PartnerCorporate sponsor and partner. Nike logo displayed on partners page, indicating equipment or merchandise support for military families.
• ScheelscoreGTM or Marketing PartnerMajor sponsor with the Scheels Rink named after them at the UHL Campus. Provides gift cards for ice fishing tournament prizes.
• Bauer HockeycoreGTM or Marketing PartnerEquipment partner providing hockey gear. Bauer apparel and equipment available through equipment request program.
• Arby'sminorGTM or Marketing PartnerCorporate sponsor displayed on partners page.
• UPSminorGTM or Marketing PartnerCorporate sponsor. UPS ice fishing door prizes mentioned in tournament materials.
• US LBMminorGTM or Marketing PartnerCorporate sponsor displayed on partners page.
• PepsiminorGTM or Marketing PartnerCorporate sponsor and beverage partner for events.
• Twin Cities OrthopedicsminorGTM or Marketing PartnerHealthcare partner providing support for athletes.
• Navy Federal Credit UnioncoreGTM or Marketing PartnerFinancial partner and co-sponsor of Stick Tap for Service program with NHL, selecting UHL as 2026 honoree.
• National Hockey League (NHL)coreStrategic or Co-development PartnerMajor league partner co-sponsoring Stick Tap for Service with Navy Federal. NHLPA Goals & Dreams fund supports UHL programs.
• Bell BankcoreGTM or Marketing PartnerFinancial partner teamed with NBA ambassador Tyus Jones to provide memorable nights to military families including courtside NBA seats.
• InSports FoundationcoreGTM or Marketing PartnerMajor equipment and toy donor contributing over $2 million in sports equipment and toys for holiday giving to military families.
• Minnesota TimberwolvescoreGTM or Marketing PartnerNBA team partner providing holiday shopping sprees and game experiences for military families through FastBreak Foundation.
• Minnesota WildcoreGTM or Marketing PartnerNHL team partner. Defenseman Matt Dumba launched 'Dumba's Hits for Heroes' campaign to benefit UHL.
• San Jose SharkscoreGTM or Marketing PartnerNHL team partner hosting Military Appreciation Night. Player Brent Burns is active ambassador for UHL.
• Washington CapitalscoreGTM or Marketing PartnerNHL team partner supporting military families. Player Matt Hendricks involved in UHL programs.
• Anaheim DuckscoreGTM or Marketing PartnerNHL team partner honoring military service with proceeds to UHL at Military Appreciation Night events.
• Carolina HurricanescoreGTM or Marketing PartnerNHL team partner supporting 'Keeping Fort Bragg Ice Rink Alive' with hockey clinics for military kids.
• Minnesota VikingscoreGTM or Marketing PartnerNFL team partner running 'Heart of a Viking' campaign providing Super Bowl tickets and experiences for military families.
• Canadian ForcescoreStrategic or Co-development PartnerOfficial partnership extending UHL benefits to Canadian military families. Rank options include Junior Enlisted, Senior Enlisted, Junior Officer, Senior Officer.
• APi GroupminorGTM or Marketing PartnerJob partnership offering career opportunities for Veterans seeking employment through UHL career opportunities page.
• Quality One WoodworkminorGTM or Marketing PartnerJob partnership with employment opportunities listed for Veterans.
• Capitol BeverageminorGTM or Marketing PartnerJob partnership with employment opportunities listed for Veterans.
• Unity Through SportcoreStrategic or Co-development PartnerPartnership hosting the Toronto Golf Tournament for military families in Canada at Lebovic Golf Club.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Good Sports: Nonprofit providing sports equipment, footwear, and apparel to youth in need. Closely comparable to UHL's equipment-provision model but oriented to underserved youth broadly rather than military families.
• Hope For The Warriors: Military-family nonprofit offering health, wellness, and transition programs for post-9/11 service members and families. Comparable donor/funder pipeline and beneficiary base.
• Operation Homefront: Military-family nonprofit addressing financial assistance, housing, and recreation programs. Highly comparable mission profile serving active-duty families with direct grants, recreational programs, and corporate partnerships.
• Semper Fi Fund: Provides immediate financial support and program assistance to wounded, critically ill, and injured service members and their families. Comparable grant-based military family support model with national footprint.

Broad incumbents

• Boys & Girls Clubs of America: National youth development nonprofit offering sports, recreation, and educational programs. Comparable youth-sports throughpline and corporate sponsor base (Nike, Pepsi, etc.), though breadth is far wider.
• Tunnel to Towers Foundation: Military-family focused nonprofit building mortgage-free homes and providing financial support. Comparable donor pipeline and high-visibility fundraising events for military families.
• Wounded Warrior Project: Largest US military-family support nonprofit, offering physical and mental health programs, career counseling, and direct financial aid to veterans and their families. Comparable as a high-profile 501(c)(3) raising hundreds of millions annually for military family benefit.
• USO (United Service Organizations): Iconic military-family nonprofit providing entertainment, care packages, and transition programs. Directly comparable donor/funder overlap, beneficiary base (service members and families), and corporate-sponsorship activation model.
• Fisher House Foundation: Provides free housing for military and veteran families near treatment facilities. Comparable 501(c)(3) model serving military families with strong corporate/donor sponsorship and program-grant style funding.

Emerging players

• Kids in the Game: Nonprofit expanding access to youth sports and recreation through after-school programs and camps in underserved communities. Comparable youth-sports equipment and skill-development mission at a smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/united_HL
• YouTubeyoutube.com/channel/UCrg45eTFRBOIXbE9qrYVa0A
• Facebookfacebook.com/UnitedHeroesLeague
• LinkedInlinkedin.com/company/united-heroes-league
• Instagraminstagram.com/unitedheroesleague

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 United Heroes League