What Alex Morgan Foundation does

The Alex Morgan Foundation is a 501c3 charitable organization founded in March 2023 by professional soccer player Alex Morgan to advance equity and opportunity for girls and women in sport and life. Headquartered in San Diego, California, and operating as a fiscally sponsored initiative under the Edward Charles Foundation, the organization concentrates on three impact pillars: equity in sports, opportunities for girls, and support for mothers. Programmatic activity is delivered through Alex's Homebreak (youth girls' soccer team tickets to San Diego Wave FC home matches), the Let's Go South Bay! empowerment camp in partnership with Southwestern College, the Coaching Moms Initiative supporting college coaches who are mothers, and partner-supported grants to organizations including Casa Familiar, Rady Children's Hospital, and YMCA programs.

The foundation does not sell products or services and has no proprietary technology platform; its digital footprint consists of a Squarespace-hosted website and a Network for Good donation portal. Revenue is generated entirely through contributions via four channels: individual donations (one-time and recurring, including a $13-per-goal tier during the San Diego Wave FC season under the Goals for Girls campaign with Rolf and Mary Benirschke as match donors), corporate and community partnerships through the Starting XI program (including Rady Children's Hospital as a flagship partner), event fundraising via the annual Celebration of Confidence gala with silent and live auctions, and corporate event sponsorships.

Distribution and program delivery rely on an ecosystem of named partners rather than direct infrastructure, including San Diego Wave FC for match-day access, Girl Effect for the international "In the Field" video series, and a network of San Diego-area youth soccer organizations. The foundation employs approximately five people, completed its first six months of operations by late 2023, and has stated plans to scale from a San Diego County focus to national and global reach.

Name

Alex Morgan Foundation

Legal name

Alex Morgan Foundation

Website

https://alexmorganfoundation.org

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

The Alex Morgan Foundation is a 501c3 nonprofit founded in 2023 by soccer champion Alex Morgan that invests in programs advancing equity in sports, opportunities for girls, and support for mothers, primarily through partnerships in San Diego County.

Ownership category

akta.pro rank

Product category

Youth Sports & Women's Equity Nonprofit

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (81321), Other Grantmaking and Giving Services (813219)

SIC

Services-Social Services (8300)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industries

Private Foundations (BPAGAKAA), Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)

Keywords

• Charitable foundation services
• Girls sports empowerment
• Women equity programs
• Youth soccer development
• Maternal support programs

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: The foundation accepts one-time and recurring donations from individuals through its website (Network for Good platform). The Goals for Girls campaign encourages $13 donations per San Diego Wave FC goal.
2. Starting XI Partnership Program: Select group of partners (corporate and community) who provide financial support and resources. Starting XI partners work closely with the foundation on long-term strategic initiatives.
3. Event Fundraising: Annual Celebration of Confidence gala with silent and live auctions. Auction items include sports memorabilia, travel packages, and experiences. Table sponsorships at various tiers.
4. Corporate Partnerships: Rady Children's Hospital named as Starting XI partner. Corporate sponsors at events (CVS Health, Alaska Airlines, Upper Deck, Palomar, Musco).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Alex Morgan Foundation is a charitable nonprofit organization that raises funds and delivers programs across three impact pillars: equity in sports, opportunities for girls, and support for moms. It operates named programs including Alex's Homebreak (youth team game tickets), Let's Go South Bay! (girls' leadership soccer camp), and the Coaching Moms Initiative, and funds these efforts through individual donations, corporate sponsorships, an annual gala auction, and cause-marketing campaigns tied to San Diego Wave FC goals.

Product overview

Alex Morgan Foundation is a charitable nonprofit organization (not a technology product) organized around three impact pillars: equity in sports, opportunities for girls, and support for moms. The foundation operates a portfolio of programs including Alex's Homebreak (youth team game tickets), Let's Go South Bay! (soccer empowerment camp), and the Coaching Moms Initiative. It conducts fundraising through the Goals for Girls campaign tied to San Diego Wave FC goals, the annual Celebration of Confidence gala with auction, and Starting XI partnership program. The foundation launched in March 2023 and is fiscally sponsored under the Edward Charles Foundation.

Differentiator

Problem solved

Functional benefit

Brands

• Starting XI: A select group of partners who are invested in the long-term vision of the foundation's mission, working closely with the foundation to develop meaningful opportunities targeting core impact pillars.
• Alex's Homebreak
• Let's Go South Bay!
• Coaching Moms Initiative
• Goals for Girls
• Celebration of Confidence

Products and services

• Alex's Homebreak Youth girls' soccer team program offering 15 tickets plus 2 chaperone tickets to San Diego Wave FC home matches, with special seating in the designated Homebreak section. Targeted at local youth girls' soccer teams in San Diego County, including Chula Vista FC, Soccer Club of Oceanside, Mira Monte Girls Soccer, Lincoln High School, Hoover High School, and San Marcos Boys and Girls Club.
• Let's Go South Bay! Girls' leadership development soccer camp serving recreation soccer needs for girls in San Diego's South Bay communities, launched with foundation support. The first annual South Bay Girls Empowerment Soccer Camp was held at Southwestern College.
• Coaching Moms Initiative Initiative to support high potential college coaches who are moms with resources, childcare funding assistance, best practices, and storytelling to help them stay in coaching.
• Celebration of Confidence Gala Annual fundraising gala featuring silent auction, dinner, and program. Includes table sponsorships at various tiers (Confidence Builder, Playmaker, Impact Builder, Table), auction items including sports memorabilia, travel packages, and experiences.
• Annual Charity Auction Annual charity auction featuring live and silent auction items including sports memorabilia, travel packages, and exclusive experiences to support foundation programs.
• Goals for Girls Campaign Donation campaign where $13 donations per San Diego Wave FC goal directly support girls' programs. Includes raffle entries for donors and matching donation opportunities up to $10,000.
• Starting XI Partnership Program Select group of corporate and community partners providing high-impact thought leadership, financial support, and resources to drive the foundation's mission of equity in sports, opportunities for girls, and support for moms.

Quantifiable outcome

• 170+ girls and 40 youth soccer coaches attended San Diego Wave FC games through Homebreak program in inaugural season
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• Rady Children's HospitalflagshipStrategic or Co-development Partner · 18 July 2023Rady Children's Hospital is a Starting XI partner of the Alex Morgan Foundation. The partnership supports kids and families through comprehensive care, mental health resources for teens, and getting more kids involved in sports. Alex Morgan serves as an ambassador and designates funds to support families at Rady Children's. The hospital is the largest children's hospital on the West Coast and ranked among the top 10 children's hospitals in the nation.
• Mission Valley YMCAminorStrategic or Co-development Partner · 1 July 2023YMCA Girls Sports Program supported through the Goals for Girls campaign donations.
• Let's Go South Bay!coreStrategic or Co-development Partner · 1 January 2023A new organization created to better serve the recreation soccer needs for girls in San Diego's South Bay communities. With support from the Alex Morgan Foundation, they launched a summer camp centered on girls' leadership development through soccer. The first annual South Bay Girls Empowerment Soccer Camp was held at Southwestern College.
• Casa FamiliarcoreStrategic or Co-development Partner · 1 January 2023Casa Familiar enhances quality of life for low-income individuals in San Ysidro through education, local outreach, and community building. The Alex Morgan Foundation is pledging support for the Promotora program which focuses on developing and supporting community advocates, most of whom are moms.
• Girl EffectminorStrategic or Co-development Partner · 1 January 2023Together with Girl Effect, the foundation launched a video campaign series 'In the Field,' which interviews girls from 5 countries about their role models, aspirations, and motivations. The goal is to amplify voices of young women and celebrate changemakers in their communities.
• San Diego Wave FCcoreStrategic or Co-development Partner · 1 January 2022Alex Morgan was traded to San Diego Wave FC in 2022. The foundation's Alex's Homebreak program provides 15 tickets plus 2 chaperone tickets to youth girls' soccer teams at every home match. A pink 'Alex's Homebreak' banner is displayed in the stands. During the inaugural season, 170+ tickets were provided to girls and 40 to youth soccer coaches.
• Starting XI PartnerscoreGTM or Marketing PartnerThe Starting XI is a select group of partners invested in the long-term vision of the foundation. These partners work closely with the foundation to develop meaningful opportunities targeting core impact pillars: opportunities for girls, equity in sports, and support for moms. They provide high-impact thought leadership and financial support.
• CVS HealthminorGTM or Marketing PartnerConfidence Builder sponsor at the Celebration of Confidence 2026 gala event.
• Alaska AirlinesminorGTM or Marketing PartnerConfidence Builder sponsor at the Celebration of Confidence 2026 gala event.
• Upper DeckminorGTM or Marketing PartnerPlaymaker sponsor at the Celebration of Confidence 2026 gala event. Provided signed volleyball and poster by Kerri Walsh Jennings for auction.
• PalomarminorGTM or Marketing PartnerPlaymaker sponsor at the Celebration of Confidence 2026 gala event.
• MuscominorGTM or Marketing PartnerConfidence Builder sponsor at the Celebration of Confidence 2026 gala event.
• USA FootballminorGTM or Marketing PartnerTable sponsor at the Celebration of Confidence 2026 gala event.
• San Diego FCminorGTM or Marketing PartnerImpact Builder sponsor at the Celebration of Confidence 2026 gala event. Part of the San Diego Sports Fan Package auction item.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Special Olympics: Global nonprofit providing year-round sports training and competition for children and adults with intellectual disabilities. Comparable as a large-scale nonprofit leveraging sport as a tool for underserved populations.
• Right To Play: International nonprofit using sport to empower children in underserved communities globally. Comparable to Alex Morgan Foundation's youth sports access mission, but operates at significantly larger scale and global footprint.
• DICK'S Sporting Goods Foundation: Philanthropic arm of the major U.S. sporting goods retailer, focused on increasing access to youth sports. Comparable in supporting youth sports equity through corporate philanthropy, though embedded within a large for-profit parent.

Direct peers

• Athletes for Hope: Founded by elite athletes including Andre Agassi and Warrick Dunn, this charity unites professional athletes around philanthropy and charitable causes. Comparable as a high-profile athlete-driven charitable platform in the sports-and-social-impact space.
• Mia Hamm Foundation: Founded by USWNT legend Mia Hamm, this foundation supports women's soccer and youth development through grants and marrow/blood donation programs. Closely comparable as a women's-soccer athlete-founded foundation focused on youth opportunity.
• Angel City FC Foundation: Angel City FC's team-aligned foundation focuses on equity for girls and women in sports with deep Los Angeles community roots. Highly comparable to Alex Morgan Foundation's sports-equity mission and team-partnership model (analogous to San Diego Wave FC alignment).
• Women's Sports Foundation: Founded by Billie Jean King, the Women's Sports Foundation is the leading nonprofit advocating for equity in women's sports through research, advocacy, and grantmaking. Directly comparable to Alex Morgan Foundation's mission of advancing girls and women in sports, with a much longer operating history.
• Megan Rapinoe Foundation: Founded by USWNT legend Megan Rapinoe, this foundation focuses on equity, inclusion, and using sport to drive social change. Highly comparable as an elite-athlete-founded foundation in the women's sports equity space with a similar advocacy-led DNA.

Emerging players

• Athlete Ally: Founded by athlete Hudson Taylor, this advocacy organization works to end homophobia and transphobia in sport. Comparable as an athlete-driven nonprofit advancing inclusion and equity in the sports ecosystem.

Others

• The V Foundation: Founded in memory of Jim Valvano, this sports-connected foundation funds cancer research through grantmaking. Comparable as a sports-tied foundation leveraging athlete/coach celebrity for fundraising scale and brand-driven donor activation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AlexMorganFndn
• Facebookfacebook.com/AlexMorganFoundation
• LinkedInlinkedin.com/company/alex-morgan-foundation
• Instagraminstagram.com/alexmorganfoundation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Alex Morgan Foundation