What AllSports does

AllSports Marketing is a privately held custom decorated apparel company founded in 1991 by Jeff Wilkinson in Maryland, USA, and operating with 11–50 employees. The company designs and decorates apparel and promotional products for sports teams, cheerleading squads, schools, non-profit organizations, and businesses across the United States. Core services span a broad mix of decoration techniques — screenprinting with traditional plastisol ink, dye-sublimation, embroidery, rhinestones, foil, glitter, metallic inks, oversize printing up to 17"x22", digital printing for small runs, and vinyl names and numbers — applied to a wide selection of apparel sourced across price points.

The underlying technology is conventional apparel decoration rather than a proprietary platform; competitive differentiation is described as artistic design quality led by the founder, a wide style portfolio rather than a single look, and high-touch one-on-one customer service. The company maintains a primary marketing website (allsportsmarketing.com) and a separate e-commerce product search portal (allsportsmarketing.espwebsite.com), with customer acquisition driven by word-of-mouth, school and non-profit outreach, and direct contact.

The business operates on a quote-based, pay-as-you-go model with no publicly disclosed pricing, no subscription or recurring revenue stream, and no institutional funding. Revenue is generated from one-time custom apparel orders combined with decoration services. Customers are predominantly SMBs and small institutions, with named examples including World Cup All Stars, Champion All Stars, Idol Cheer, Goucher College, and various schools and non-profits. The company is bootstrapped and privately held by its founder.

Name

AllSports

Legal name

AllSports Marketing

Website

https://allsportsmarketing.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

AllSports Marketing is a Maryland-based, privately held custom decorated apparel company founded in 1991 that designs and produces screenprinted, embroidered, and sublimated apparel for sports teams, cheerleading squads, schools, non-profits, and SMBs across the United States.

Ownership category

akta.pro rank

Product category

Custom Apparel Decoration Services

NAICS

Apparel Manufacturing (315), Sporting and Athletic Goods Manufacturing (33992)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Team Sports & On-Field Performance Apparel (CRAAAEAE)

akta.pro secondary industry

Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI)

Keywords

• Custom apparel printing
• Screen printing services
• Embroidery decoration
• Team uniform design
• Promotional apparel

Headquarters

HQ city

Sparks Glencoe

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Decorated Apparel Sales: One-time sale of custom decorated apparel including t-shirts, uniforms, and team wear. Customers order decorated garments with custom graphics, logos, and personalization. Revenue is generated per order with no stated recurring component.
2. Customization Services: Various decorating techniques applied to customer-provided or company-supplied apparel: screenprinting, sublimation, embroidery, rhinestones, foil, vinyl names/numbers. Some services include no additional charge for certain options (metallic inks), while others have up-charges (glitter, oversize printing).
3. Apparel Supply: Company supplies apparel products ranging from high-end fashion pieces to cost-effective options. Products selected for great look and feel with latest styles. Revenue from apparel + decoration combined.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

AllSports Marketing is a custom decorated apparel and design company that creates one-of-a-kind graphics and applies them to quality apparel for sports teams, cheerleading squads, businesses, schools, and non-profit organizations. The company supplies apparel ranging from high-end fashion pieces to cost-effective options and decorates it using techniques including screenprinting, dye-sublimation, embroidery, rhinestones, foil, glitter, and vinyl names/numbers. Its core promise is producing eye-catching designs backed by one-on-one customer service and long-term client relationships.

Product overview

AllSports Marketing is a custom decorated apparel company founded in 1991 that provides design and decoration services for sports teams, cheerleading, businesses, schools, non-profits, and other organizations. The company operates as a single unified service offering centered on custom decorated apparel and promotional products. The product portfolio includes various decoration techniques (screenprinting, sublimation, embroidery, rhinestones, foil, glitter, digital printing) and serves multiple industry verticals (cheer, hockey, baseball, football, business, schools, non-profits). The core value proposition is creating eye-catching designs applied to quality apparel products backed by customer service.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Decorated Apparel End-to-end custom decorated apparel offering that combines apparel supply with decoration services including screenprinting, embroidery, sublimation, rhinestones, foil, glitter, metallic inks, digital printing, and vinyl personalization, produced for sports teams, cheerleading squads, businesses, schools, and non-profits.
• Graphic Design Services Standalone graphic design offering that produces eye-catching artwork for garments, logos, banners, flyers, and other promotional items, separate from the physical decoration of apparel.

Named customers6 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Custom Ink: Custom Ink is a leading online custom decorated apparel platform serving teams, schools, businesses, and groups — the same SMB and institutional customer base AllSports targets, with a similar multi-decoration technique menu (screen printing, embroidery). Both companies compete directly for the same school, team, and corporate apparel dollars.
• Boombah: Boombah is a custom sporting goods and apparel company specializing in custom team uniforms and gear for baseball, softball, and other sports — directly comparable to AllSports' baseball, cheerleading, and team apparel offerings with strong overlap in custom decoration services.
• Rush Order Tees: Rush Order Tees is a custom screen printing and embroidery company serving teams, businesses, and schools nationwide with quick turnaround — a directly comparable custom decorated apparel decorator using overlapping techniques and serving the same SMB and institutional segments as AllSports.
• Broken Arrow Wear: Broken Arrow Wear is a custom decorated apparel company with a strong specialty in cheerleading and dance apparel, plus team and school spirit wear — a directly comparable competitor in cheerleading design, one of AllSports' strongest segments.
• Chassé Dance & Activewear: Chassé is a custom cheerleading and activewear apparel company providing custom-designed uniforms and practice wear for cheer programs — directly comparable to AllSports' cheerleading uniform and apparel vertical with similar design-led customization.
• Underground Printing: Underground Printing (UGP) is a custom screen printer and apparel decorator specializing in team uniforms, Greek life, schools, and businesses — a near-identical customer and product overlap with AllSports, including t-shirts, spirit wear, and decorated athletic apparel sold direct to consumer.
• Team IP (formerly Team Outfitters): Team Outfitters/Team IP is an online custom team apparel provider specializing in uniforms and spirit wear for youth sports teams, leagues, and schools — directly comparable to AllSports' team uniform and apparel offerings with overlap in the youth/grassroots sports customer base.

Emerging players

• Squad Locker: Squad Locker is an online team apparel platform that lets coaches, schools, and sports organizations set up customizable online stores with automated ordering — an emerging digital competitor pursuing the same school and youth-sports teams that AllSports serves through manual phone-and-quote workflows.
• Printful: Printful is a print-on-demand and fulfillment platform offering custom apparel decoration (DTG, embroidery, sublimation) to creators, businesses, and small organizations. It competes with AllSports primarily for small-business and SMB custom apparel orders through a fully automated, lower-touch model.

Broad incumbents

• Varsity Spirit: Varsity Spirit is the dominant brand in the cheerleading industry, designing uniforms and apparel for cheer and dance programs worldwide. As a broad incumbent in AllSports' strongest vertical, Varsity provides direct competition for cheerleading apparel customers while operating at significantly larger scale across the full cheerleading ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/allsports-marketing

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 AllSports