What DMC Sport does

DMC Sport is a private B2B specialist sports participation and licensing partner founded in 2013 and headquartered in Melbourne (Cremorne), Australia. The company partners with national sporting organisations, grassroots clubs, schools, and event organisers across Australia, New Zealand, the UK, Europe, and the USA to deliver end-to-end participation programs, custom merchandise, sports equipment and apparel, and product licensing services. Named customers include MLB, World Rugby, Cricket Australia, The FA, LTA, Rugby Australia, England Hockey, England Golf, Netball Australia, and World Lacrosse, among others.

DMC Sport's offerings are organised around three core product lines — Participation Programs, Custom Merchandise/Equipment/Apparel, and Product Licensing — supported by a proprietary integrated operations platform called MOXIE that combines design, sales, inventory, fulfilment, ecommerce, POS, analytics dashboards, and personalisation tooling. The business is structured through three separate legal entities (DMC Licensing Pty Ltd in Australia, DMC Licensing (UK) Ltd, and DMC Licensing (USA) Inc), with offices in Melbourne, Christchurch, London, and Denver, and operates a global manufacturing network with local warehousing and fulfilment.

Revenue is generated through a combination of hardware sales (custom merchandise, equipment, apparel), licensing royalties, professional/operational services (warehousing, logistics, distribution, manufacturing coordination, design, customer support, program management), and managed ecommerce/pop-up retail services. Pricing is not publicly disclosed and engagements are quote-based B2B contracts tailored to each organisation's program requirements. GTM is sales-led and relationship-driven via direct enterprise partnerships, with no public marketing channels and no disclosed funding, parent company, or M&A activity in the source data.

Name

DMC Sport

Legal name

DMC Licensing Pty Ltd

Website

https://dmcsport.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

DMC Sport is a Melbourne-based B2B specialist sports partner founded in 2013 that delivers end-to-end participation programs, custom merchandise, equipment, apparel, and licensing services to national sporting organisations, federations, schools, and events across Australia, New Zealand, the UK, and the USA, unified by its proprietary MOXIE operations platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Product Licensing: DMC Sport works with brands to bring their vision to life through licensed product ranges. They manage the entire licensing process including product development, manufacturing, and distribution of licensed merchandise.
2. Custom Merchandise & Equipment Sales: Design and production of custom merchandise, promotional items, sports equipment and apparel. Revenue generated from the sale of physical products to sporting organisations and their participants.
3. Operational Services: End-to-end operational services including warehousing, logistics, distribution, manufacturing coordination, design, customer support, and program management for sporting organisations.
4. Ecommerce & Pop-up Retail Services: Full-service ecommerce solutions including custom store building, inventory management, fulfilment, and customer service for sporting organisations' online retail operations.

Go-to-market motion1 record

Distribution channels4 records

Core offering

DMC Sport partners with national sporting organisations, governing bodies, and grassroots clubs to design, deliver, and commercialise sports participation programs. The company supplies custom-designed merchandise, equipment, and apparel, secures and manages product licensing partnerships, and provides end-to-end program operations including registration, fulfilment, and reporting. Its MOXIE platform underpins eCommerce, point-of-sale, analytics, and personalisation across these programs in Australia, New Zealand, the UK, Europe, and the USA.

Product overview

DMC Sport offers a unified platform combining three core product lines: Participation Programs (game development, entry-level sports programs, sporting events), Custom Merchandise, Equipment & Apparel (equipment, merchandise, promotional items, apparel), and Product Licensing (pop-up retail, ecommerce, wholesale). These are unified through the MOXIE Solution platform, which integrates operations across design, sales, inventory, and fulfilment. Supporting modules include Ecommerce & POS, Reporting Dashboard, Analytics Dashboard, and Personalisation Capabilities. The company operates end-to-end from product development and global manufacturing through warehousing, fulfilment, and customer support.

Differentiator

Problem solved

Functional benefit

Brands

• MOXIE Solution: An integrated operations solution that combines design, sales, inventory, and fulfilment across a centralised platform for managing participation and merchandise programs.

Products and services

• Participation Programs End-to-end design, delivery, and operational management of mass-participation sports programs for national sporting organisations, governing bodies, and grassroots clubs. Covers program concept, registration, fulfilment, partner activation, and reporting.
• Custom Merchandise, Equipment & Apparel Design, sourcing, and supply of custom merchandise, equipment, and apparel for sports programs and events. Includes bespoke product development, packaging, warehousing, and fulfilment tailored to each partner's brand and program.
• Product Licensing Sourcing, structuring, and management of product licensing partnerships that connect sports organisations and programs with consumer brands and retailers. Includes licensee onboarding, royalty management, and program-specific branded product ranges.
• MOXIE Solution Proprietary technology platform powering DMC Sport's participation programs, combining full-service eCommerce, point-of-sale, reporting, analytics dashboards, and personalisation capabilities for partners running sports programs at scale.

Quantifiable outcome

• DMC Sport has been operating since 2013, demonstrating long-term stability and sustained partnerships with leading sporting organisations across multiple continents.

Named customers21 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core.

• Netball AustraliacoreStrategic or Co-development PartnerDMC Sport provides end-to-end solutions for Netball Australia's Woolworths NetSetGo grassroots program. They manage registration data capture, design, production and delivery of customised participant packs including t-shirts and keychains themed to each participant's chosen Suncorp Super Netball team.
• LTA (Lawn Tennis Association)coreStrategic or Co-development PartnerDMC Sport supports LTA Youth Programmes by supplying custom apparel, equipment, and merchandise tailored specifically for their programmes. The range is designed to enhance the experience for young players with high-quality, comfortable, and fit-for-purpose gear.
• MLB (Major League Baseball)coreStrategic or Co-development PartnerDMC Sport is a proud partner of the MLB First Pitch schools-based baseball program, a legacy initiative of the MLB London Series. They provide high-quality, custom-branded merchandise including balls, equipment bags, accessories and printed resources, managing sourcing, production, and distribution.
• All Blacks ClinicscoreStrategic or Co-development PartnerDMC Sport elevates All Blacks Clinics programs by designing, producing, and delivering high-quality equipment, promotional merchandise, and uniforms. Their global logistics capabilities ensure custom-designed products reach participants around the world.
• Rugby AustraliacoreStrategic or Co-development PartnerDMC Sport manages Rugby Australia's equipment and apparel requirements across Community Rugby. They demonstrate commitment to ethical sourcing of all equipment and apparel whilst maintaining competitive pricing, as well as freight and storage services.
• School Sport VictoriacoreStrategic or Co-development PartnerDMC Sport provides School Sport Victoria with quality merchandise, affordable prices, online shop and systems. They enable SSV to achieve all set goals through their unique value of building and maintaining strong relationships.
• USA Field HockeycoreStrategic or Co-development PartnerDMC Sport provides USA Field Hockey with outstanding customer service, great pricing and logistics, delivering quality products. Their work is aimed at fueling growth in the sport of hockey.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Target Sciences / Intersport: Intersport is a sports marketing, sponsorship, and event-management company working with brands, broadcasters, and federations. Its event operations and sponsorship activation work is adjacent to DMC Sport's participation programs and event merchandise logistics.
• Wasserman: Wasserman is a global sports marketing and talent management agency with consulting, licensing, and properties divisions serving federations and brands. Its properties and licensing practice intersects with DMC Sport's federation-side licensing and merchandise work.
• IMG (Endeavor): IMG operates a global sports and events business encompassing licensing, media rights, and event management. While much larger, its sports licensing division competes with DMC Sport for federation-side licensing and merchandise mandates.

Direct peers

• Fanatics: Fanatics is the dominant vertically-integrated sports merchandise and licensed apparel platform, operating ecommerce, manufacturing, and licensing for major leagues and federations globally. It is the most directly comparable scaled competitor to DMC Sport's licensed merchandise and participation merchandise business.
• '47 Brand: '47 Brand is a sports lifestyle and licensed headwear/apparel company with NFL, MLB, NHL, and college licensing deals. It is comparable to DMC Sport on licensed sports merchandise production and distribution to federations and event operators.
• Octagon: Octagon is a global sports marketing agency representing federations, athletes, and brands with rights, licensing, and experiential services. Its licensing and federation-services practice overlaps directly with DMC Sport's product licensing and partnership management for sporting organisations.
• New Era Cap: New Era Cap is a global headwear and licensed sports apparel manufacturer with deep league and federation licensing relationships. It overlaps with DMC Sport's custom apparel, licensing, and sports merchandise programs for governing bodies and clubs.
• Majestic Athletic: Majestic Athletic manufactures licensed team apparel and athletic wear, including for MLB. It is a directly comparable supplier of custom team uniforms, fan apparel, and licensed sports merchandise.
• Legends Hospitality: Legends Hospitality provides merchandise, hospitality, and venue experience services to sports properties and stadiums, similar to DMC Sport's pop-up retail and event merchandise offerings. The overlap is in event-day merchandise logistics and licensed product distribution for sports organisations.

Emerging players

• Stitch Fix (sports merchandise comparable) / Custom Inc. Custom Inc. provides custom-branded merchandise, apparel, and fulfilment services to organisations across sports, education, and corporate channels. It overlaps with DMC Sport's full-service custom merchandise and participation-pack fulfillment model for sports clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/dmcsport_
• Facebookfacebook.com/dmcsportau

Revenue estimate

Valuation estimate

Number of profiles

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 DMC Sport