Sport Industry Group
Sport Industry Group is a UK-based sport industry media and events organization founded in 2001, operating a daily newsletter, annual awards, networking events, and an annual industry report for sport industry professionals, brands, clubs, federations, and students.
- Company typePrivate
- Founded2001
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Sport Industry Group does
Sport Industry Group (SIG) is a UK-based sport industry media and events organization founded in 2001 and headquartered in London. It operates as a horizontal platform connecting sport industry professionals, brands, clubs, teams, federations, broadcasters, media organizations, and students through a portfolio of interconnected services rather than a single unified software product. Core offerings include The Daily newsletter, an annual flagship publication (The Sport Industry Report), the annual Sport Industry Awards, and a calendar of networking events spanning Sport Industry Socials, quarterly Sport Industry Dining gatherings, and the MAD//Sport conference co-developed with MAD Sports/MAD Fest London. Supporting initiatives include a NextGen talent development program, a Mental Wellbeing Platform for members, and a SIG Podcast. Professional Membership provides access to premium content and member-exclusive events.
Revenue is generated through four streams: professional membership subscriptions, ticketed event attendance (Dining, Socials, MAD//Sport), awards program attendance and sponsorship packages, and advertising/sponsorship placements on the website and at events, with visible partners spanning EY, Marsh, SportRadar, Wasserman Live, RPC Legal, Canto, and Shutterstock, among others. Pricing for membership tiers and event packages is not publicly disclosed on the homepage, and a self-serve professional registration flow drives the top of the funnel while direct enterprise sales handle awards tables and event sponsorship. The operating geography is the United Kingdom only, with no disclosed international footprint.
The underlying technology is a standard content-managed web platform (CookieYes consent management, Google Analytics, Sourcebuster tracking, YouTube and Spotify embedded media) developed by digital agency Yellow Panther. There is no proprietary software, no API surface, no mobile application, and no AI/ML capability disclosed. The company is privately held, employs between 11 and 50 people, and shows no external funding rounds, parent company, or public listing. Nick Keller is the only named executive, serving as Chairman.
Sport Industry Group firmographics
Firmographics- Name
- Sport Industry Group
- Legal name
- Sport Industry Group
- Website
- https://sportindustry.biz
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sport Industry Group is a UK-based sport industry media and events organization founded in 2001, operating a daily newsletter, annual awards, networking events, and an annual industry report for sport industry professionals, brands, clubs, federations, and students.
- Ownership category
- akta.pro rank
Sport Industry Group industry classification
Industry- Product category
- Sports Industry Events & Media
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events (7113)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)
- akta.pro secondary industries
- Sports Public Relations, Communications & Reputation Management (MPAKAKAE), Hospitality, VIP & Experiential Sponsorship (Suites, Fan Zones, On-Site Activations) (MPAKALAH)
Keywords
Where Sport Industry Group is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Sport Industry Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Professional Memberships: Professional registration and membership program offering premium content access, event benefits, and networking privileges. Includes subscription tier for ongoing access.
- Event Attendance: Revenue from ticketed events including Sport Industry Dining, MAD//Sport conferences, Awards ceremonies, and networking socials.
- Advertising & Sponsorship: Banner advertisements and sponsorship placements on website and at events. Multiple advertiser partnerships visible on site including SportRadar, Marsh, Wasserman Live, Canto, Yellow Panther, Freeman's Event Partners, RPC Legal, EY, and others.
- Awards Program: Sport Industry Awards generate revenue through attendance tickets and sponsorship packages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Professional Membership |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Sport Industry Group product offering
Product offeringCore offering
Sport Industry Group operates a portfolio of UK sports industry media and live events, including an annual Sport Industry Awards ceremony, networking dinners and socials, the MAD//Sport conference, a daily industry newsletter, a podcast, and a professional membership programme. Its commercial proposition is to connect, inform and reward the commercial sport business community through recurring touchpoints across awards, content, and in-person gatherings.
Product overview
Sport Industry Group is a UK-based sports industry media and networking organization offering a portfolio of products centered on news, awards, events, and professional development. The core offerings include The Daily newsletter and The Sport Industry Report publication for industry intelligence; the Sport Industry Awards for recognition; and a range of networking events including Sport Industry Socials, Sport Industry Dining, and MAD//Sport events. Supporting initiatives include NextGen for emerging professionals, a Mental Wellbeing Platform, and a SIG Podcast. The Professional Membership provides access to premium content and member-exclusive events. The portfolio operates as a platform of interconnected services rather than a unified software product.
Differentiator
Problem solved
Functional benefit
Brands
- MAD//Sports: A bold new event exploring the future of sport, brands and disruption, in partnership with MAD Fest.
- The Daily
- The Sport Industry Report
- Sport Industry Dining
- NextGen
Products and services
- Sport Industry Awards
Companies that use Sport Industry Group
Customer profileSegments4 records
Ideal customer profiles3 records
Sport Industry Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sport Industry Group partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- Alzheimer's SocietyminorCharitable partner. Alzheimer's Society logo appears in the partners section of the Sport Industry Group website.
- BUCS (British Universities & Colleges Sport)coreHigher education sport governing body partnership supporting university sport and student engagement within the SIG network.
- Evolution LondonminorEvent production partner for venue and event management services.
- EYminorProfessional services firm advertising partner on SIG platforms.
- Freeman's Event PartnersminorEvent production and management partner providing event infrastructure services.
- MAD SportscoreCo-developer of MAD//Sport event series - a bold new event exploring the future of sport, brands, and disruption in partnership with MAD Fest London.
- MarshminorInsurance and risk management firm advertising partner on SIG platforms.
- RPC LegalminorLegal services firm advertising partner on SIG platforms.
- ShutterstockminorVisual content provider advertising partner.
- SportRadarminorSports data and technology company advertising partner on SIG platforms.
- Thomas LyteminorLuxury gifting and trophy partner for awards and recognition programs.
- Wasserman LiveminorSports and entertainment marketing agency advertising partner.
- Yellow PanthercoreDigital agency responsible for website design and development. credited as designer and developer in footer.
Scale indicators1 record
Recent moves1 record
Expansion highlights5 records
Sport Industry Group competitors and assessment
Company assessmentBroad incumbents
- The Drum: B2B media brand for the marketing and advertising industry with awards, events and editorial — broader incumbent operating a near-identical media+events+awards model in an adjacent vertical.
- Campaign Magazine: Long-established B2B media brand for the advertising and marketing industry with awards and events — similar revenue mix (subscriptions, events, awards, sponsorship) but serving advertisers rather than sport specifically.
- Sports Illustrated: Large-scale consumer and B2B sports media brand with events and awards adjacencies — much broader footprint than SIG, but its commercial events and sponsorship business is comparable in mechanism.
Emerging players
- SportTechie: B2B sports-technology media outlet with newsletters and events — comparable vertical media play, though focused specifically on the sports-tech subsegment that overlaps with SIG's broader scope.
- Sport Industry Reports (sponsorship analytics peers): Includes independent sponsorship analytics and measurement firms (e.g., SponsorUnited, Nielsen Sports) that overlap with SIG's sponsorship-facing content and Awards categories — emerging players in the sponsorship intelligence space.
Direct peers
- SportsPro Media: B2B sports-industry media outlet covering sponsorship, broadcast, tech and commercial deals — directly comparable editorial-plus-events model targeting the same sport-business professional audience.
- SportBusiness: Sport-industry media, intelligence and events platform serving rights-holders, agencies and brands — directly comparable subscription and sponsorship-supported B2B sports media business.
- Leaders In Sport: Runs sport-business networking events, awards and leadership development programmes for the global sports industry — directly comparable community-led events business with overlapping audiences of clubs, federations and brands.
- Sportcal: Provides sports-industry intelligence, calendars and event-related consulting — comparable niche B2B media and analytics offering monetised through subscriptions and event services.
Regional players
- UK Active: UK trade body for the physical-activity sector running events, awards and member services — comparable membership-and-events model in a sports-adjacent UK vertical.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sport Industry Group social profiles
Digital presenceSport Industry Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sport Industry Group leadership team
Management profileNumber of profiles
Profiles1 record
Sport Industry Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sport Industry Group 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 Sport Industry Group
What does Sport Industry Group do?
Sport Industry Group operates a portfolio of UK sports industry media and live events, including an annual Sport Industry Awards ceremony, networking dinners and socials, the MAD//Sport conference, a daily industry newsletter, a podcast, and a professional membership programme. Its commercial proposition is to connect, inform and reward the commercial sport business community through recurring touchpoints across awards, content, and in-person gatherings.
Is Sport Industry Group a public or private company?
Sport Industry Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sport Industry Group founded?
Sport Industry Group was founded in 2001. It employs 11 to 50 people.
Where is Sport Industry Group based?
Sport Industry Group is headquartered in London, United Kingdom, in the Europe region.
How does Sport Industry Group make money?
Four revenue lines are on record. Professional Memberships are the primary driver. The others are event Attendance, advertising & Sponsorship and awards Program.
Who are Sport Industry Group's main competitors?
Broad incumbents on record are The Drum, Campaign Magazine and Sports Illustrated. Emerging players are SportTechie and Sport Industry Reports (sponsorship analytics peers). Direct peers are SportsPro Media, SportBusiness, Leaders In Sport and Sportcal. UK Active is listed as a regional player.
Does Sport Industry Group have an API?
No public API is recorded for Sport Industry Group.
What industry is Sport Industry Group in?
Sport Industry Group's product category is Sports Industry Events & Media. Its primary akta.pro industry code is MPAKALAK, Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting), with a secondary code of MPAKAKAE, Sports Public Relations, Communications & Reputation Management. Its NAICS code is 7113 and its SIC code is 7900.