HMS Sports

What HMS Sports does

HMS Sports Consulting is a Portuguese sports event management company founded in 2008 and headquartered in São Domingos de Rana, Cascais. The company organizes more than 55 sporting events per year across Portugal — including the Lidl São Silvestre de Lisboa (15 editions, 120,000+ lifetime athletes), Montepio Meia Maratona de Cascais, Lidl Setúbal Triathlon, Lidl Corrida de Santo António, Sintra Trail Monte da Lua, and Setúbal Open Water Race — serving roughly 93,000 athletes annually. Its core services are event organization, equipment and structure rental (barriers, Prolyte truss, tents, timing clocks and finish-line systems, stages, cable protectors, bib printing), sports consulting, athlete representation, and online/offline material production. The technology layer is operational rather than platform-centric: chip-based timing and chronometry hardware, online registration portals, event-specific microsites, and a Strava HMS Sports Club community hub.

Name

HMS Sports

Legal name

HMS Sports Consulting

Website

https://hmssports.pt

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

HMS Sports Consulting is a Cascais-based Portuguese sports event organizer that runs 55+ running, triathlon, trail, and open water events annually for 93,000+ athletes, while also providing equipment rental, sports consulting, and the HMS Sports Store e-commerce platform for sports retail.

Ownership category

akta.pro rank

Headquarters

HQ city

São Domingos De Rana

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Event Registration Fees: Revenue from athlete registration fees for sporting events (10km races, half marathons, triathlons, trail runs, children's races). Fees vary by event and distance, typically ranging from €5-20 per participant.
2. Equipment and Structure Rental: Rental of event equipment and structures including barriers, truss Prolyte, tents, traffic control materials (cones, separator posts with straps), stage structures, clock and finish line equipment, stages, cable protectors, distribution panels, decoration materials, and bib printing services.
3. Online Store (HMS Sports Store): E-commerce sale of sports articles including footwear, watches, wetsuits, helmets, glasses, accessories, drinks, energy bars from brands like New Balance, Hoka, Garmin, Met, GoldNutrition, Orca, Huub, Continental, Sidi, Muc-Off and Look.
4. Event Consulting Services: Sports consulting services and technical organization support for events organized by municipal governments and other entities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

HMS Sports organizes mass-participation sporting events across Portugal, including road races, triathlons, and trail running events, producing 55+ events per year for 93,000+ athletes. Beyond event organization, the company provides equipment and structure rental for sporting events, sports consulting services to municipalities and organizations, and operates HMS Sports Store as a dedicated sports retail outlet. The company also produces online and offline marketing materials for clients, delivering an end-to-end service offering for sports event management.

Product overview

HMS Sports operates as a sports event organization company offering a comprehensive suite of services including event organization, equipment rental, and sports consulting. The core offering centers on organizing major sporting events across Portugal such as running races (Lidl São Silvestre de Lisboa, Montepio Meia Maratona de Cascais), triathlons (Lidl Setúbal Triathlon), trail runs, and open water swimming events. Supporting services include equipment rental (barriers, tents, timing systems, stages) and the HMS Sports Store e-commerce platform for sports merchandise. The company also provides athlete representation and material production services. The portfolio is delivered through strategic partnerships with municipalities, sports federations, and commercial sponsors.

Differentiator

Problem solved

Functional benefit

Brands

• HMS Sports Store: Online retail store for sports articles including athletics, triathlon, cycling, nutrition and electronics

Products and services

• Sports Event Organization (Road Races, Triathlons, Trail Events) End-to-end organization of mass-participation sports events for municipalities and sponsors, including road races (such as Lidl São Silvestre de Lisboa), triathlons, and trail running events (such as Trail de Sesimbra and Trail do Vale do Lobo). Covers course design, logistics, timing, registration, and on-site delivery, producing 55+ events per year for 93,000+ athletes.
• Equipment and Structure Rental Rental of sports event equipment and structures (e.g., course infrastructure, event structures) for use by event organizers, municipalities, and corporate clients in Portugal.
• Sports Consulting Advisory and consulting services for clients planning sporting events, aimed at municipalities, organizations, and corporate clients seeking sports event expertise.
• Online and Offline Material Production Production of online and offline marketing and communications materials in support of sports events and clients.
• HMS Sports Store Online (and offline) sports retail store operated by HMS Sports, selling sporting goods and event-branded merchandise to athletes and consumers.

Quantifiable outcome

• 55+ events organized per year with 93,000+ athletes
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and major.

• Câmara Municipal de LisboacoreStrategic or Co-development PartnerLong-standing partnership for organizing major events including Lidl São Silvestre de Lisboa (annual, 15+ editions) and Lidl Corrida de Santo António. The municipality provides venue access, permits, and co-marketing support while HMS provides event organization and technical expertise.
• Câmara Municipal de CascaiscoreStrategic or Co-development PartnerPartnership for organizing Montepio Meia Maratona de Cascais and Cascais Corrida de Natal. Municipality provides venue access and promotional support for sports events in the region.
• Câmara Municipal de SetúbalcoreStrategic or Co-development PartnerPartnership for organizing Lidl Setúbal Triathlon, Alegro Meia Maratona de Setúbal, and Setúbal Open Water Race. Municipality provides venue access and co-marketing for these signature events.
• Lidl PortugalcoreGTM or Marketing PartnerNaming sponsor for multiple flagship events: Lidl São Silvestre de Lisboa, Lidl Setúbal Triathlon, and Lidl Corrida de Santo António. Lidl provides financial sponsorship and brand visibility across all event materials.
• Auchan Retail PortugalcoreGTM or Marketing PartnerNaming sponsor for Corrida Auchan. All registration proceeds revert to Fundação Pão de Açúcar – Auchan for social causes. Event has raised over €35,000 in recent editions for charitable projects.
• Associação Mutualista MontepiomajorGTM or Marketing PartnerPowering partner for Montepio Meia Maratona de Cascais, providing financial sponsorship and brand association with the event.
• Liberty SegurosmajorGTM or Marketing PartnerNaming sponsor for Cascais Corrida de Natal by Liberty Seguros, supporting inclusive sports initiatives with €10,000 in grants for adapted sports projects.
• Desportivo Operário RangelcoreStrategic or Co-development PartnerLocal sports club partner for organizing São Silvestre da Amadora, the oldest running race in mainland Portugal (46+ editions).
• Fundação do Futebol - Liga PortugalmajorStrategic or Co-development PartnerHMS provides technical organization for Corrida do Adepto, a running event organized by Liga Portugal tied to the Allianz CUP football final.
• Federação Portuguesa de AtletismomajorStrategic or Co-development PartnerOfficial athletics federation partnership providing certification and regulatory support for running events organized by HMS Sports.
• Instituto Português do Desporto e Juventude (IPDJ)majorStrategic or Co-development PartnerGovernment sports authority partnership for events like #BEACTIVE Night and support for various sporting events. IPDJ provides funding and institutional backing.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Market position

Weaknesses9 records

Competitive moat3 records

Customer concentration

• LinkedInlinkedin.com/company/hmssports

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 HMS Sports