What United Dance Organisation does

United Dance Organisation (UDO), founded in 2002 and headquartered in Lisvane, Cardiff, is a private limited company that organises and operates the world's largest street dance competition ecosystem. The company runs nearly 60 annual events spanning the UK, Europe, North America, Africa, Asia, and Australasia — including 19 UK regional street dance championships that feed into the British Dance Festival, the European Street Dance Championships, and the flagship World Street Dance Championships (held over five days in Blackpool). UDO also operates ENCORE regional championships covering Musical Theatre, Jazz, Contemporary, Lyrical, and Commercial styles. Its customer base includes individual dancers aged 3 and above (encompassing Hip Hop, Breaking, Locking, Popping, House, and other styles), dance schools and teachers, parents of underage participants, talent agencies, and territorial licensing partners in 30+ countries.

The underlying platform is a web-based competition management system handling dancer registration, membership accounts (free), event entries across solos, duos, crews, and battles, results tracking, and a ranking points system where accumulation from regional events determines qualification for European and World Championships. Supplementary technology includes a video entry system for countries without live qualifiers, a UDO mobile app, and live streaming of major championships via YouTube. The UDO Academy product line adds an accredited Street Dance Syllabus (the UK's first, supported by the Exercise Movement & Dance Partnership and Sport England) and a 2024-launched Commercial Dance Syllabus, sold as syllabus packs (£175 and £299) and delivered with DVDs, CDs, digital materials, teacher training sessions, and examination booking capabilities.

UDO monetises across multiple streams: event registration and ticket sales (£22-£118 depending on event tier), syllabus and pack sales, territorial licensing royalties from international partners, event sponsorship, branded merchandise through the UDO Shop, and syllabus examination fees paid to teacher-run examination centres. The company is founder-led by CEO Simon Dibley, has 11-50 employees, no external institutional investment, and operates a related charity (UDOIT! Dance Foundation, founded 2014) addressing youth engagement through street dance.

Name

United Dance Organisation

Legal name

UDO Limited

Website

https://udostreetdance.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

United Dance Organisation operates the world's largest street dance competition ecosystem, running nearly 60 annual events across 30+ countries for individual dancers, 1,000+ dance schools, and territorial licensing partners, and selling accredited Street Dance and Commercial Dance syllabi for dance educators.

Ownership category

akta.pro rank

Product category

Dance Competition Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Dance Companies (711120), Dance Companies (71112)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Urban/Street Dance Performances (Hip-Hop, Breaking) (MPAGADAF)

akta.pro secondary industries

Dance Competitions & Showcases (Non-Esports) (MPAGADAH), Dance Festivals & Dance Series (MPAGADAJ), Dance Performances (THAJAFAD), Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH), Dancers, Choreographers & Dance Troupes Booking (HSACAHAD)

Keywords

• Street dance competitions
• Dance event organization
• Dance syllabus education
• Dance school licensing
• Performing arts events

Headquarters

HQ city

Lisvane

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Event Registration & Ticket Sales: UDO generates revenue primarily through dancer registration fees and spectator ticket sales at its events. Regional championships charge £22-27 per ticket, major championships (Worlds) charge £58-118 per ticket depending on category and timing. Extra categories at events include battles (£7 per style) and Supercrew entries (£25 per team). Registration closes 1 week before regional events and 29th July before Worlds.
2. UDO Academy Syllabus Sales: Sale of the UDO Street Dance Syllabus Pack (full version: £175) and Commercial Syllabus Pack (£299) to dance schools and teachers. The street dance syllabus includes written materials, 4 tutorial DVDs, and 1 CD with original tracks. The commercial syllabus includes interactive digital learning materials. Syllabus purchasers gain access to teacher training sessions held around the country, new grade routines, and examination booking capabilities.
3. Licensing & Franchise Fees: UDO licenses its brand, names, and business models to international partners seeking to operate UDO competitions in their territories. Licensing options include permission to use the UDO Academy and UDOIT! charity brand names and business models. This creates a franchise-style model enabling global expansion while maintaining brand consistency.
4. Sponsorship & Advertising: UDO generates revenue through sponsorship of its events and advertising opportunities across its platforms. The organisation partners with local authorities, government projects, charities, sporting organisations, media partners, retailers, and national brands. Sponsorship opportunities leverage UDO's youth-focused audience, member database, and dance school network across 30+ countries.
5. Merchandise Sales: Sale of branded merchandise through the UDO Shop, including World Championships Collection, British Championships Collection, European Championships Collection, Six Nations Championships items, Street Collection, and Accessories. Items include t-shirts, championship memorabilia, and branded apparel.
6. Examination Fees: Dance schools and teachers using the UDO syllabus can book and conduct examinations in their own studios, generating examination fees. The syllabus examination system allows progression from pre-primary to Qualified Teacher status, with teachers becoming examination centres eligible for referrals and discounted insurance through UDO.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

UDO organizes and operates street dance competitions globally, running nearly 60 events annually across the UK, Europe, America, Africa and Asia. The organization hosts regional qualifiers leading to major championships (World, European, British, Six Nations), sells accredited Street Dance and Commercial Dance syllabi to dance schools and teachers, and licenses its brand and business model to international territorial partners.

Product overview

United Dance Organisation (UDO) operates a comprehensive street dance competition ecosystem consisting of major annual championship events (World, European, British, Six Nations), 19 UK regional qualifying competitions, international championships across North America and Asia Pacific, and the ENCORE regional series. The portfolio includes the UDO Academy educational division offering accredited Street Dance and Commercial Dance syllabi with examination materials (DVDs, CDs, digital content), and the UDO IT! charity foundation. Supporting infrastructure includes a free membership system, video entry qualification platform, YouTube-based live streaming, online shop, and United We Dance digital magazine. The organization serves dancers from ages 3 and above across all ability levels through competitions in Hip Hop, Breaking, Locking, Popping, House, Krump, Waacking, Dancehall, Voguing, Litefeet, Afro, and other street dance styles.

Differentiator

Problem solved

Functional benefit

Brands

• UDO Academy: UDO Academy is a vibrant hub where children and young dancers can explore their creativity, develop their skills, and express themselves through the dynamic world of Street and Commercial Dance. It offers a comprehensive syllabus designed for all ability levels and ages, with engaging workshops and courses tailored for dance schools and community clubs. UDO Academy is the UK's First Accredited Street Dance Syllabus.
• UDOIT! Dance Foundation

Products and services

• UDO World Street Dance Championships
• UDO European Street Dance Championships
• UDO British Dance Festival
• UDO UK Regional Street Dance Championships
• UDO Academy Street Dance Syllabus
• UDO Commercial Dance Syllabus
• ENCORE Regional Championships
• UDO Membership
• Video Entry System
• UDO Shop
• Six Nations Championships
• 1v1 Battles
• International Licensing Program
• UDOIT! Dance Foundation
• United We Dance Magazine
• UDO Live Stream

Quantifiable outcome

• Over 80,000 members and partners across 30 countries
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core, minor and flagship.

• Dance InformacoreGTM or Marketing Partner · 1 January 2026Dance Informa, the world's largest digital dance publication with three international editions (Australia launched 2006, US launched 2008, UK launched 2023), is the Official Media Partner for the UDO World Championships 2026. The partnership provides editorial coverage, features, and press opportunities across Dance Informa's platforms, reaching a global dance community audience of dance teachers, studio owners, and professional dancers.
• The Imperial Hotel, BlackpoolminorOthers · 1 January 2026The Imperial Hotel in Blackpool offers UDO World Championships attendees 20% discount and a complimentary drink on arrival. The hotel partnership provides convenient accommodation for the 5-day Blackpool event, enhancing the overall attendee experience.
• People Make GlasgowcoreGTM or Marketing Partner · 27 July 2018People Make Glasgow partnered with UDO to bring the World Street Dance Championships to the SEC Center in Glasgow in August 2018. The partnership positioned Glasgow as a city at the forefront of international dance and culture, with the event attracting over 10,000 attendees from 35 countries. The partnership exemplifies UDO's collaboration with local authorities for major event delivery.
• Exercise Movement & Dance Partnership (EMDP) and Sport EnglandcoreStrategic or Co-development Partner · 1 April 2018The UDO Street Dance Syllabus is supported by the Exercise Movement & Dance Partnership (EMDP) and Sport England. EMDP endorsement validates the syllabus as a credible physical activity programme, while Sport England funding supports UDO's community engagement initiatives. This partnership provides credibility for the syllabus in the UK education and sport sectors.
• Motion Blue (Cyprus)minorStrategic or Co-development Partner · 1 April 2018Motion Blue collaborated with UDO to host the Hip Hop Summit Cyprus in March 2018 at the Pattichio Theatre in Limassol. This was described as the biggest streetdance and breakdance event in Cyprus. Judges included bboy ArtForm from Germany and EZTWINS from Slovenia. Winners qualified to represent Cyprus at the UDO World Championships.
• UDO Netherlands (Ron Welters)coreChannel Partner/ Reseller/ Distributor · 1 April 2018UDO Netherlands, operated by Ron Welters, has run UDO competitions for 10 years in the Netherlands, making it the largest street dance organisation in the Netherlands. The partnership unifies underground and commercial dance communities under an organised competition framework. Dutch teams PROTOTYPE and Unbreakable won European and World Advanced Championships respectively.
• Visit Orlando and Orange County Convention Center (OCCC)flagshipGTM or Marketing Partner · 27 March 2018UDO partnered with Visit Orlando and the Orange County Convention Center (OCCC) in Orlando, Florida to host the inaugural North American Hip Hop Championships on December 1-2, 2018. The partnership leverages Orlando's tourism infrastructure and OCCC's exceptional facilities. The event gave North American dancers their only opportunity to qualify for the UDO World Championships 2019, with over $10,000 in prizes and championship titles available.
• Teenage Cancer TrustminorOthers · 20 February 2018Teenage Cancer Trust was UDOIT!'s Charity of the Year partner in 2017-2018. The 'Road to Worlds' fundraising campaign raised £8,000, with half donated to Teenage Cancer Trust to support its specialist cancer care and support for young people. A UDO staff dance-off at the British Street Dance Championships, choreographed by Britain's Got Talent finalists Flawless, contributed to the fundraising.
• UDOIT! Dance Foundation (Charity Arm)coreOthers · 1 October 2017UDOIT! Dance Foundation is UDO's registered charity arm that uses street dance as a diversionary and engagement tool to help young people back into education, reduce offending and re-offending rates, reduce truancy, and keep young people mentally and physically healthy. UDOIT! operates projects in Stoke (partnered with Stoke City Football Foundation), Wales, Scotland, Manchester, Sheffield and Portsmouth, driven by funding from Sport England and Sport Wales. In 2017, UDOIT! raised £8,000 through its 'Road to Worlds' campaign, donating half to Teenage Cancer Trust.
• Stoke City Football FoundationminorStrategic or Co-development Partner · 1 October 2017Stoke City Football Foundation partners with UDOIT! Dance Foundation to deliver street dance projects in Stoke. The partnership represents UDO's strategy of working with established sporting organisations to deliver dance-based social impact programmes in areas of need identified by partners.
• Cherry SportsflagshipStrategic or Co-development Partner · 12 January 2017Cherry Sports, a leading international sports IP operator in Asia (known for Winter X-Games and World Dance Sports Games), partnered with UDO to launch the inaugural Asia Pacific Hip Hop Dance Championships in November 2018 in China. The partnership combines Cherry Sports' event operational expertise with UDO's competition framework. Dancers from across Asia and Australasia compete for trophies, prizes, and qualification for the World Championships. The inaugural event was held in Chongzuo City, China with over $10,000 in prizes.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• World of Dance: Operates a global dance competition tour and media platform covering multiple dance styles, including street dance, with comparable event production scale and audience reach to UDO's championship circuit.
• R16 Korea: Major international street dance competition originating in South Korea, featuring b-boy/girl and crew battles, competing with UDO for Asian street dance market share and championship prestige.
• Hip Hop International: Organises the World Hip Hop Dance Championship, the largest global hip hop dance competition, directly competing with UDO for international dancers, sponsorship, and prestige in the street dance competition space.
• Battle of the Year (BOTY): The longest-running international breakdance/hip-hop crew battle competition, directly competing with UDO's crew categories and World Championships for elite street dance crews globally.
• Juste Debout: International street dance battle competition across multiple styles (hip hop, popping, locking, house), directly competing with UDO for street dance talent and global event prestige.
• Breakin' Convention: UK-based international hip hop dance theatre festival and competition, directly competing with UDO's British Dance Festival and World Championships for UK street dance audiences and dancers.

Broad incumbents

• Dance World Cup: Global dance competition spanning multiple styles and age groups, overlapping with UDO's ENCORE expansion into non-street genres and competing for dance school participation and sponsorship.
• International DanceSport Federation: The global governing body for competitive DanceSport (mainly ballroom and Latin), competing for institutional sponsorship, government recognition, and elite-dancer attention across the broader competitive dance market.

Others

• National Dance Council of America: US organising body for competitive ballroom dance, providing governance and licensing analogous to UDO's role but in a different dance segment; relevant as an adjacent ecosystem participant in the competitive dance infrastructure market.

Emerging players

• StarQuest Dance Competition: US-based regional dance competition tour with partial overlap to UDO's offerings, particularly competing for dance schools seeking competition platforms across multiple dance genres.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UnitedDanceOrganisation
• Instagraminstagram.com/udostreetdance
• Xx.com/udostreetdance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 United Dance Organisation