Sports Centre

What Sports Centre does

Sports Centre is a 100% Australian-owned custom sportswear manufacturer founded in 1974 and headquartered in Woodville, South Australia, with a secondary operational and retail location in Malaga, Perth. The company evolved from a sports retail outlet into one of South Australia's largest manufacturers of custom sports uniforms, school apparel, event merchandise, and corporate workwear, employing 35+ full-time staff. Its product surface spans custom AFL guernseys, netball dresses, basketball uniforms, cricket kits, soccer jerseys, rugby tops, and off-field teamwear (polos, hoodies, jackets, tees, singlets, scarves, socks), supplemented by sports equipment, games/leisure products, and medical tape and bandages.

The underlying technology platform combines in-house garment manufacturing with four decoration methods — sublimation, screen printing, embroidery, and digital printing — supported by an in-house graphic design team that digitises customer artwork for production. Customer-facing technology consists of the "Design Your Own" online customisation tool with a 3D design preview, a free password-protected B2B club online store portal deployed at no cost with no minimum order quantities, and a standard e-commerce checkout shipping Australia-wide. The company has also built a partner-brand ecosystem (Australianess, Club Medical, Stubbys Online, Etches) and a strategic partnership with Spanish manufacturer Kelme to extend brand options.

The business model is asset-light on recurring revenue: Sports Centre sells primarily one-time custom-manufactured orders on a pay-as-you-go unit pricing basis, with custom caps from $9.50, hoodies from $45, jackets from $80, and polos from $40. Go-to-market is product-led growth via the Design Your Own self-serve tool, complemented by direct-to-consumer e-commerce, two physical retail storefronts, and B2B ordering solutions. Customer segments span sports clubs (primary), schools (primary), event organisers (primary), corporate/business buyers, and individual athletes, with no disclosed enterprise anchors, subscription revenue, or institutional investment.

Name

Sports Centre

Legal name

Sports Centre

Website

https://sportscentre.com.au

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

Sports Centre is a 100% Australian-owned custom sportswear manufacturer founded in 1974, headquartered in Adelaide with Perth operations, serving sports clubs, schools, event organisers, and corporate buyers across Australia through in-house manufacturing, an online Design Your Own tool, and free B2B club online stores.

Ownership category

akta.pro rank

Product category

Custom Sportswear Manufacturing

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team & School Athletic Uniforms Retail (CRAMACAJ)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Sportswear Customization & Printing Retail (CRAMACAK), Team Sports & On-Field Performance Apparel (CRAAAEAE), Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ)

Keywords

• Custom sportswear manufacturing
• Team uniform production
• Sublimation printing services
• Custom club merchandise
• Embroidery and apparel decoration

Headquarters

HQ city

Woodville

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Sportswear Sales: Primary revenue stream from manufacturing and selling custom sportswear including AFL guernseys, netball dresses, cricket uniforms, basketball uniforms, rugby tops, and team apparel. Products are sold as one-time purchases with customisation based on team colours, logos, and specifications.
2. Sports Equipment & Accessories: Sales of sports equipment including Sherrin footballs, basketballs, netballs, table tennis tables, hockey sticks, and medical tape/bandages. Products sold at various price points with wholesale pricing available.
3. Club Merchandise & Event Merchandise: Custom merchandise for sports clubs and events including hoodies, jackets, polos, socks, scarves, and personalised gifts. Estimated delivery of 15-30 working days for custom club/association/event items.
4. Corporate & School Apparel: B2B custom apparel solutions for businesses and schools including workwear, corporate polo shirts, and school uniforms.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Sports Centre is a custom sportswear manufacturer that designs, produces, and supplies bespoke team uniforms, apparel, and merchandise for sports clubs, schools, event organisers, and corporate clients across Australia. The company operates in-house capabilities spanning garment manufacturing, sublimation, embroidery, screen printing, and digital printing, complemented by an online Design Your Own tool with 3D preview that lets customers visualise and order custom products. It also offers free password-protected club online stores with no minimum order requirements, alongside physical retail showrooms in Adelaide and Perth.

Product overview

Sports Centre is a 100% Australian-owned custom sportswear manufacturer established in 1974, based in Adelaide with operations in Perth. The company operates as a custom sportswear manufacturing platform offering in-house capabilities including garment manufacturing, sublimation, graphic design, embroidery, digital printing, and screen-printing. The core offering centres on the Design Your Own tool, an online customisation platform enabling teams to create custom AFL guernseys, netball dresses, basketball uniforms, cricket uniforms, soccer jerseys, and various teamwear including polos, hoodies, jackets, tees, singlets, scarves, and socks. Beyond apparel, Sports Centre supplies club merchandise and event merchandise across 30+ sports disciplines, school uniforms, games and leisure equipment (table tennis, pool, foosball, air hockey), medical tape and bandages, and B2B corporate apparel solutions. The company also offers services including in-house graphic design, password-protected club online stores, and freight delivery Australia-wide. Its product portfolio is supplemented by partner brands including Australianess (custom caps), Club Medical (medical supplies), Stubbys Online (promotional merchandise), and Etches (engraved gifts), with a partnership with Kelme for sportswear and equipment.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Sportswear Manufacturing Bespoke sports apparel manufacturing service for clubs, schools, events, and corporates across 20+ sports disciplines, with full in-house decoration capabilities.
• Custom AFL Guernseys and Jumpers Custom-made Australian Football League guernseys and jumpers with team colours, logos, and special match-day designs.
• Custom Netball Dresses Custom netball dresses for teams with options for position-specific bibs and full sublimation printing.
• Custom Soccer Jerseys Custom soccer jerseys produced via the Design Your Own tool with team colours, logos, and player details.
• Custom Cricket Uniforms Custom cricket shirts and kits covering white formats and limited-overs colour palettes.
• Custom Basketball Uniforms Custom basketball uniforms and apparel with performance fabrics and team branding.
• Custom Polos and Teamwear Custom polos, hoodies, jackets, tees, singlets, scarves, and socks for off-field wear, travel, events, and staff uniforms.
• Club Merchandise Range Custom merchandise produced for sports clubs across 20+ disciplines, ordered through dedicated club online stores.
• Event Merchandise Range Custom event merchandise produced for tournaments, carnivals, masters games, and championships with reliable event-aligned turnaround.
• School Uniforms and Leavers Apparel Custom school uniforms and leavers' apparel with school-specific branding, available in bulk for primary, secondary, and tertiary institutions.
• Games and Leisure Equipment Table tennis tables, pool and snooker tables, foosball tables, and air hockey tables for home, school, and recreation use.
• Medical Tape and Bandages Sports medical supplies including rigid strapping tape, elastic adhesive bandages, kinesiology tape, and compression bandages.
• B2B Corporate Apparel Solutions B2B ordering solutions with digital capabilities for corporate apparel and branded merchandise, including password-protected company stores.

Quantifiable outcome

• 40% off RRP on Sherrin footballs
• +1 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• KelmecoreStrategic or Co-development PartnerSports Centre has formed a partnership with Kelme, a leading Spanish sportswear and equipment manufacturer. This partnership enables Sports Centre to offer additional brand options to their Australian customers alongside their own manufactured products.

Scale indicators5 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Boombah: Custom team uniform and sporting goods manufacturer/retailer with in-house decoration capabilities and direct-to-team sales. Mirrors Sports Centre's integrated manufacturing plus custom team apparel focus.
• SquadLocker: US-headquartered custom team apparel platform offering online team stores and on-demand decoration for schools, clubs, and leagues. Directly comparable business model to Sports Centre's club self-serve portal with no-minimum custom orders.
• TeamShop: Online custom team apparel and uniform platform serving clubs and schools with design tools and on-demand production. Closely comparable digital-led model to Sports Centre's Design-Your-Own offering.

Regional players

• Sherrin: Iconic Australian sports equipment brand (footballs, etc.) whose products Sports Centre retails. Comparable as an established Australian sports brand operating in the same Australian sporting goods ecosystem.
• Rip Curl: Australian-founded surf and sports apparel brand with strong domestic manufacturing/retail presence. Comparable as an Australian-headquartered sports apparel company with national retail and event-merchandise channels.
• O'Neill Australia: Australian surf and activewear brand with team and club uniform programs. Comparable as an Australian-headquartered sports apparel manufacturer/retailer competing for the same Australian sports club customers.

Broad incumbents

• Champion Teamwear: Custom team apparel division of Champion offering decorated uniforms and fan wear for schools, colleges, and clubs. Comparable at the customisation-plus-distribution level, though at much larger scale and US-centric.
• BSN SPORTS: One of the largest US team sports apparel and equipment distributors serving schools, leagues, and clubs. Operates broadly in the same category as Sports Centre but at far greater scale with a national sales force.
• Kelme: Spanish sportswear and equipment manufacturer that is already a strategic partner of Sports Centre. Comparable as an international sporting goods manufacturer selling team apparel and equipment through regional distributors.
• Under Armour Team: Major global performance apparel brand with a dedicated team/custom uniform business for schools, clubs, and leagues. Comparable as a performance sportswear provider competing for the same club and school apparel budgets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sportscentreAus
• Instagraminstagram.com/sportscentreaus
• Xx.com/sportscentreaus

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 Sports Centre