KEEPUP

Sports Media and Football Contentkeepup.com.au

KEEPUP (Australian Professional Leagues Company) operates the A-Leagues professional football competitions across Australia and New Zealand, managing 14 clubs and delivering digital content, ticketing, memberships, and broadcast distribution through owned apps, web, and media partners.

Company typePrivate
Founded2021
HeadquartersSydney, Australia
Headcount101–250
GTM typeB2C
OfferingDigital Commerce or Content

What KEEPUP does

KEEPUP, operating under the legal entity Australian Professional Leagues Company Pty Ltd, is the governing and commercial body behind Australia's and New Zealand's top-tier professional football competitions: the Isuzu UTE A-League Men and the Ninja A-League Women. The organization manages 14 member clubs spanning both leagues and serves as the central commercial, digital content, ticketing, and broadcast hub for the competitions across the trans-Tasman market. Headquartered in Sydney, the company employs 101-250 staff and was founded in 2021.

The company's core product is a multi-platform digital content offering built around the aleagues.com.au website and dedicated iOS and Android mobile applications. The platform distributes news, in-game match highlights, expert panel commentary (including contributions from Tom Smithies), video content, podcasts, transfer centre coverage, ladder standings, and ticketing/memberships for the A-Leagues competitions. Content access follows a freemium model with free baseline access gated by registration and premium exclusive content for registered users; no explicit paid subscription tiers are publicly disclosed. Distribution extends beyond owned channels through broadcast partnerships with Channel 10 (free-to-air Australia), Paramount+ (streaming Australia), and Sky Sport (New Zealand), creating a four-channel content and commerce funnel.

Revenue is generated across four principal streams: (1) tiered sponsorship sales across Principal Partners (Isuzu UTE, Ninja, Shark), Major Partners (Liberty, eToro), and Official Partners (Mitre, IHG); (2) broadcast rights to Channel 10, Paramount+, and Sky Sport; (3) direct-to-consumer ticketing and club memberships; and (4) digital content and ancillary products such as the Ninja A-League Heroes Cards collectibles and Dub Zone women's competition content. The underlying technology is a standard web-based content management and publishing stack extended with native mobile applications, without disclosed AI, proprietary algorithms, or data flywheel mechanics. The business model is best characterized as a professional sports league operator and media company that monetizes league rights through a diversified B2B sponsorship and broadcast portfolio alongside B2C ticketing, membership, and content engagement.

KEEPUP firmographics

Firmographics

Name: KEEPUP
Legal name: Australian Professional Leagues Company Pty Ltd
Website: https://keepup.com.au
Company type: Private
Founded year: 2021
Operating status: Operating
Headcount range: 101–250 employees
Short description: KEEPUP (Australian Professional Leagues Company) operates the A-Leagues professional football competitions across Australia and New Zealand, managing 14 clubs and delivering digital content, ticketing, memberships, and broadcast distribution through owned apps, web, and media partners.
Ownership category
akta.pro rank

Where KEEPUP is headquartered

Location

Headquarters

HQ city: Sydney
HQ country: Australia
HQ region: Oceania

Markets served

KEEPUP business model

Business model

GTM type: B2C
Offering type: Digital Commerce or Content
Cost components: Personnel, Technology or R&D, Marketing or Sales, Operations

Distribution channels3 records

Marketing channels4 records

KEEPUP product offering

Product offering

Core offering

KEEPUP is the official digital content platform of the A-Leagues (Isuzu UTE A-League Men and Ninja A-League Women) competitions, providing football fans with news articles, in-game match highlights, video content, expert analysis, and ticket/membership purchasing for the top-tier professional football leagues in Australia and New Zealand. The platform operates via the aleagues.com.au website and mobile applications, offering free content with registration and premium exclusive content for registered users.

Product overview

KEEPUP is a single product offering — a sports news and content platform focused on football coverage. The platform provides exclusive access to A-Leagues match highlights, local and international football news, and expert commentary. Content access is gated behind registration, with free basic access and premium exclusive content for registered users.

Differentiator

Problem solved

Functional benefit

Brands

Isuzu UTE A-League Men: Top-tier professional men's football league in Australia and New Zealand
Ninja A-League Women

Companies that use KEEPUP

Customer profile

Segments1 record

Ideal customer profiles1 record

KEEPUP technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

KEEPUP partnerships and signals

Strategic signal

Partnerships

Ten partnerships are on record, tiered principal, major, official and broadcast.

Isuzu UTEprincipalGTM or Marketing PartnerPrincipal Partner and naming rights sponsor for Isuzu UTE A-League Men competition. Provides exclusive member offers to A-Leagues fans.
NinjaprincipalGTM or Marketing PartnerPrincipal Partner and naming rights sponsor for Ninja A-League Women competition. Kitchen appliance brand with partnership across the women's competition.
SharkprincipalGTM or Marketing PartnerPrincipal Partner providing vacuum and cleaning product sponsorships across A-Leagues platforms.
LibertymajorGTM or Marketing PartnerMajor Partner in the A-Leagues sponsorship ecosystem.
eToromajorGTM or Marketing PartnerMajor Partner and trading platform sponsor for the A-Leagues.
MitreofficialGTM or Marketing PartnerOfficial Partner and ball manufacturer for A-Leagues competitions.
IHG (InterContinental Hotels Group)officialGTM or Marketing PartnerOfficial Partner providing hotel accommodation services for A-Leagues clubs and fans.
Channel 10broadcastChannel Partner/ Reseller/ DistributorBroadcast Partner providing free-to-air television coverage of A-Leagues matches in Australia.
Paramount+broadcastChannel Partner/ Reseller/ DistributorBroadcast Partner providing streaming coverage of A-Leagues matches in Australia.
Sky SportbroadcastChannel Partner/ Reseller/ DistributorBroadcast Partner providing sports coverage including A-Leagues in New Zealand.

Recent moves6 records

Expansion highlights5 records

KEEPUP competitors and assessment

Company assessment

Broad incumbents

beIN Sports: Global sports broadcaster with football as a flagship category — competes for premium football rights and audience attention in the ANZ region.
ESPN: Largest global sports media brand with deep football coverage, comparable as a multi-platform sports content, highlight, and analysis destination.
Paramount+: Global streaming platform that is both a KEEPUP broadcast partner and a competitor for football fan subscription and attention dollars.
Fox Sports Australia: Australia's largest multi-sport broadcaster and digital publisher; competes for premium sports content, advertising budgets, and rights deals in the ANZ market.

Emerging players

DAZN: Global sports streaming platform rapidly expanding football rights — comparable as a digital-first sports media business model targeting football audiences.

Others

Football Australia: National governing body for football in Australia; adjacent ecosystem participant that shapes the broader competitive context for KEEPUP's leagues.

Regional players

Rugby Australia: Operates Australia's professional rugby union competitions with an integrated digital platform — comparable as an ANZ-based league operator with central content, ticketing, and sponsorship operations.

Direct peers

National Rugby League (NRL): Runs Australia's premier rugby league competition with centralized digital, broadcast, and sponsorship operations across Australia and New Zealand — directly comparable as a trans-Tasmen league operator with integrated content and ticketing.
Australian Football League (AFL): Operates the top-tier Australian rules football league with its own integrated digital platform, broadcast deals, and central commercial model — the closest structural peer to KEEPUP's centralized league-and-platform model.
Optus Sport: Australian subscription sports streaming service with a heavy football (soccer) focus — competes for the same football-fan attention and rights in the ANZ market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

KEEPUP financial estimates

Financial estimate

Revenue estimate

Valuation estimate

KEEPUP leadership team

Management profile

Number of profiles

Profiles1 record

KEEPUP funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

KEEPUP M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KEEPUP

What does KEEPUP do?

Is KEEPUP a public or private company?

KEEPUP is a private company. It is classified as unknown and is currently operating.

When was KEEPUP founded?

KEEPUP was founded in 2021. It employs 101 to 250 people.

Where is KEEPUP based?

KEEPUP is headquartered in Sydney, Australia, in the Oceania region.

Who are KEEPUP's main competitors?

Broad incumbents on record are beIN Sports, ESPN, Paramount+ and Fox Sports Australia. DAZN is listed as an emerging player. Football Australia is listed as an others. Rugby Australia is listed as a regional player. Direct peers are National Rugby League (NRL), Australian Football League (AFL) and Optus Sport.

Does KEEPUP have an API?

No public API is recorded for KEEPUP.