Betty & Bobby Allison Sports Town - SGF Sports, LLC

What Betty & Bobby Allison Sports Town - SGF Sports, LLC does

Betty & Bobby Allison Sports Town, operated by SGF Sports, LLC, is an 82-acre multi-sport athletic complex located in Springfield, Missouri, adjacent to the Springfield-Branson Regional Airport. The venue combines a 94,000 sq. ft. indoor facility — housing four high-school-regulation basketball courts convertible to eight volleyball courts plus two indoor soccer fields — with 12 outdoor fields, four of which are all-weather turf. The complex was established in 2021 as a public-private partnership between the City of Springfield, private developer Rob Phillips of Philcrest Properties, and the Betty & Bobby Allison Foundation, and operates with day-to-day oversight from Sports Facilities Management.

The business runs a multi-revenue-stream model spanning youth and adult sports leagues (NFL Flag, Lil' Kickers, Skills Institute, MYSL Volleyball, Tiny Tees T-Ball, youth and adult basketball and soccer), tournament and event hosting across more than a dozen sports, summer and skills camps, birthday party packages ($225-$375), school field trips, and ancillary concessions. Programming is sold via per-class, per-team, per-season, and one-time event pricing through the Daysmart Recreation registration platform, with multiple third-party tournament platforms (GoSport, Smoothcomp, 3v3 Live, Exposure Events) extending reach into externally produced competitions. A new 13,000 sq. ft. baseball/softball training facility opened in August 2025 and an arcade partnership with Kinney Billiards launched in May 2025, signaling deliberate expansion into adjacent verticals.

The facility serves over 1,500 athletes and families weekly and claims more than $20 million in projected regional economic impact from 2025 weekend events. Customers include individual youth and adult athletes, families, schools, and a cluster of home-based youth sports organizations (Sporting Springfield, 417 Youth Sports, Lighthouse Christian Soccer, MYSL, Mighty Mites, Springfield Area Ultimate). Distribution is fully direct-to-consumer through the venue's own website, phone, and on-site sales, supported by Cox Health on-site medical services and partnerships with the Springfield Missouri Sports Commission.

Name

Betty & Bobby Allison Sports Town - SGF Sports, LLC

Legal name

Betty & Bobby Allison Sports Town

Website

https://allisonsportstown.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Betty & Bobby Allison Sports Town (SGF Sports, LLC) operates an 82-acre multi-sport complex in Springfield, Missouri, offering indoor courts, outdoor fields, youth and adult leagues, tournaments, camps, and birthday parties serving over 1,500 athletes weekly.

Ownership category

akta.pro rank

Product category

Recreational Sports Facility Services

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYMPAKAEAH

Multi-Sport Complexes & Community Sports Parks

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)

SECONDARYMPAKAEAB

Arenas & Indoor Sports Centers

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)

SECONDARYTHAHAAAF

Sports & Arena Event Venues (Stadiums, Arenas)

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Conference & Convention Venues (Convention Centers, Civic Centers)

Keywords

• Youth sports leagues
• Sports facility rentals
• Tournament hosting services
• Adult recreational leagues
• Sports camp programs

Headquarters

HQ city

Springfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tournament and Event Hosting: Facility rentals for tournaments across soccer, basketball, volleyball, lacrosse, flag football, and other sports. Hosts regional and national tournaments that drive economic impact.
2. Birthday Party Packages: Package-based pricing for birthday parties including 10, 15, or 20 guest packages with food, beverages, play time, and party host.
3. Field Trip Programs: School and organization field trips with sports activities, equipment provision, and optional concessions.
4. Youth Sports Leagues and Classes: Registration fees for youth sports programs including Lil' Kickers, Skills Institute, NFL Flag, youth volleyball, youth basketball, Tiny Tees T-Ball. Annual/membership fees also apply.
5. Adult Sports Leagues: Adult soccer and basketball league registrations with team fees and individual player fees.
6. Sports Camps: Summer camps and skill-specific camps (volleyball, flag football) with daily, weekly, and multi-week pass options.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Betty & Bobby Allison Sports Town operates an 82-acre indoor/outdoor multi-sport complex in Springfield, Missouri, delivering youth and adult sports leagues (NFL Flag, soccer, basketball, volleyball, T-ball), tournament hosting, sports camps, birthday parties, and field trips. The facility combines a 94,000 sq. ft. indoor venue (4 convertible basketball/8 volleyball courts, 2 indoor soccer fields) with 12 outdoor fields (4 turf) to serve more than 1,500 athletes and families weekly.

Product overview

Betty & Bobby Allison Sports Town is a multi-sport athletic facility operating as a unified platform offering youth and adult sports programming, facility rentals, and event hosting. The core facility consists of a 94,000 sq. ft. indoor venue (4 basketball/8 volleyball courts, 2 indoor soccer fields) and 12 outdoor fields (4 turf, 8 grass) on 82 acres. The company provides a coordinated portfolio of program offerings: youth sports leagues (NFL Flag Football, Lil' Kickers/Skills Institute soccer, MYSL Volleyball, Tiny Tees T-Ball, Youth Basketball), adult programs (Soccer, Basketball), camps (AST Summer Camps, JBH Volleyball Clinics, Flag Football Skills Camp), event services (Birthday Parties, Field Trips, Tournaments), and new additions (Baseball/Softball Training Facility, Arcade). All programs feed into the facility's tournament and event ecosystem, which drives regional economic impact exceeding $20 million annually.

Differentiator

Problem solved

Functional benefit

Products and services

• NFL Flag Football NFL-sanctioned flag football league for youth (K-8th grade boys, K-9th grade girls), 5v5 games on outdoor turf fields. Registration includes 8 games, NFL Flag reversible jersey, flag belt and flags.
• Lil' Kickers / Skills Institute Preschool and youth soccer program with two tiers: Lil' Kickers for ages 18 months to 7 years ($16/class) and Skills Institute for ages 5-12 ($16/class). Co-ed weekly 50-minute classes focused on developmental milestones with proven curriculum rooted in child development theories.
• MYSL Youth Volleyball League Missouri Youth Sports League volleyball program for 3rd-8th grade individual athletes. Includes evaluation, placement, 6 practices, jersey, and competitive play. Co-directed by Yvette Pearce and Susan Patterson.
• Tiny Tees T-Ball Age-appropriate T-Ball program for children ages 3-6, introducing them to the sport in a learning and development environment with predetermined curriculum and trained coaches. Includes 6 Monday night games, team T-Shirt and medal.
• Youth Basketball League Winter basketball league for 2nd-6th grade boys and girls featuring an 8-week Friday night schedule. Team registration $300 with recreational-level play, December through February.
• Adult Soccer League 7v7 adult soccer league played on outdoor turf fields. Fall league September-October with Men's 18+ and Co-Ed 18+ divisions at $400/team, played Sundays 4-9pm.
• Adult Basketball League Summer adult basketball league (5v5 men's) hosted in partnership with Axiom Events. Friday night games July through September, $400/team with 8-game guarantee and tournament-style final week.
• Birthday Party Packages Sports-themed birthday party packages with 10, 15, or 20 guest options ($225/$300/$375). Each package includes pizza, unlimited fountain beverages, ice cream cups, 90 minutes of play, and a dedicated party host. Activities include basketball, soccer, volleyball, flag football, dodgeball, or kickball.
• Field Trips Customizable field trips for schools and organizations in the 90,000 sq. ft. indoor facility. Activities include volleyball, basketball, flag football, soccer, and kickball with equipment provided. Includes Lil' Kickers curriculum for ages 3-8 and optional concessions.
• Tournaments & Event Hosting Facility rental and management for tournaments across multiple sports including volleyball (MWPVC, Queen City Cup), basketball (Queen City March Madness), soccer (Queen City Cup, 3v3 Live), flag football, cross country, grappling (AGF Springfield, Fuji BJJ), and specialty events. Weekend events in 2025 expected to bring over $20 million in regional economic impact.
• AST Summer Camps Four-week summer sports camps for boys and girls ages 6-12, Monday-Thursday 9AM-3PM. Rotates through basketball, soccer, kickball, flag football, volleyball with group games, open gym, and arts and crafts. Pricing ranges from $30 half-day to $700 for a 4-week pass.
• JBH Volleyball Skills Clinics Volleyball skills clinic for grades 5th-12th led by coach Jenifer Bahner (19+ years collegiate experience, 2 National Championships). Two-day camp focused on serving, passing, attacking, and defense with game-like drills. $55 single day or $90 two-day pass.
• Flag Football Skills Camp Intermediate-Advanced flag football skills camp for ages 6-14 with 1-3+ years experience. High-energy development of skills, techniques, and football IQ. $45 single-day registration.

Quantifiable outcome

• Serves over 1,500 athletes and families weekly
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, minor and moderate.

• Cox HealthcoreStrategic or Co-development Partner · 16 April 2024Allison Sports Town and Cox Health have partnered to provide medical services at the complex. Also follows local Missouri HS heat and temperature guidelines as directed by CoxHealth.
• Kinney BilliardsminorStrategic or Co-development Partner · 16 April 2024Partnership with Kinney Billiards to bring an arcade to the facility opening May 2025, enhancing family entertainment offerings.
• USA Club RugbyminorGTM or Marketing PartnerHosting USA Club Rugby Northern Super Regionals along with Springfield Missouri Sports Commission, Springfield Rugby Club and Mid-America Rugby Union.
• City of SpringfieldcoreStrategic or Co-development PartnerPublic/private partnership between the City of Springfield and private developer Rob Phillips as well as donor Bobby Allison.
• Springfield Missouri Sports CommissionmoderateGTM or Marketing PartnerCo-hosting USA Club Rugby Northern Super Regionals with the sports commission.
• Springfield Rugby ClubminorGTM or Marketing PartnerCo-hosting USA Club Rugby Northern Super Regionals.
• Mid-America Rugby UnionminorGTM or Marketing PartnerCo-hosting USA Club Rugby Northern Super Regionals.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• National Sports Center: Large multi-sport campus in Blaine, MN featuring indoor and outdoor fields, soccer tournaments, and youth/adult programming. Comparable multi-sport complex anchored on tournament hosting with year-round field utilization.
• Spooky Nook Sports: Largest indoor sports complex in North America (700,000+ sq ft) located in Lancaster, PA with multiple sports, leagues, tournaments, and on-site lodging. Operates the same multi-sport venue + leagues + tournaments + events model as Allison Sports Town, just at materially larger scale.
• The Ripken Experience: Multi-location youth sports tournament complex operator (Aberdeen MD, Pigeon Forge TN, Myrtle Beach SC) focused on baseball/softball/soccer/multi-sport tournament hosting with on-site lodging. Closely comparable business model targeting regional/national tournament organizers and traveling youth teams.
• Chelsea Piers: Iconic multi-sport athletic facility in New York City offering indoor courts, ice rinks, turf fields, leagues, camps, birthday parties, and youth programming. Mirrors Allison Sports Town's combination of leagues + parties + camps + multi-sport programming, though in a denser urban market.

Emerging players

• Chicken N Pickle: Indoor/outdoor sports entertainment concept combining pickleball courts, yard games, and restaurant/bar. Comparable in combining multi-sport casual play with food/beverage and group events (birthday-party-style gatherings), though focused on adult social sports.
• DICK'S House of Sport: DICK'S Sporting Goods' experiential large-format retail concept incorporating batting cages, golf simulators, climbing walls, and sport-specific services. Adjacent competitor for family sports spending dollars, though retail-anchored rather than facility-anchored.

Broad incumbents

• Topgolf: Large-scale sports entertainment venue operator combining a sporting activity (golf) with food/beverage and group events. Comparable in operating a destination sports venue with leagues, events, and group gatherings in a high-capex facility format.
• Sky Zone: National franchise operator of indoor trampoline and active entertainment parks offering birthday parties, leagues, and youth programming. Comparable in operating a venue-based, multi-program youth/family active entertainment business, though focused on a different activity.
• i9 Sports: National youth sports league franchise operator (flag football, soccer, basketball, etc.). Comparable in operating organized youth sports leagues with recurring registration fees, though i9 is franchise-driven and does not own/operate the facilities it uses.

Others

• Parisi Speed School: Franchised youth athletic development and sports training provider. Complementary rather than competing—represents the type of programming that could be hosted at or partner with multi-sport complexes like Allison Sports Town.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/allisonsportstown
• Instagraminstagram.com/allisonsportstown
• LinkedInlinkedin.com/company/allisonsportstown

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Betty & Bobby Allison Sports Town - SGF Sports, LLC