University of Georgia Athletic Association

The University of Georgia Athletic Association operates 21 NCAA Division I sports programs in the SEC, generating revenue from ticket sales, merchandise, alumni donations, and media rights while serving fans, student-athletes, donors, and corporate sponsors.

Company typePrivate
Founded-
HeadquartersAthens, Georgia, United States
Headcount251–500
GTM typeB2C
OfferingServices

What University of Georgia Athletic Association does

The University of Georgia Athletic Association operates the intercollegiate athletics program for the University of Georgia, fielding 21 varsity sports teams that compete in NCAA Division I as a member of the Southeastern Conference (SEC). Headquartered in Athens, Georgia, the association serves student-athletes, fans, alumni, donors, and corporate sponsors through competitive programs in football, basketball, baseball, soccer, swimming and diving, tennis, track and field, golf, gymnastics, equestrian, volleyball, softball, and cross country. The association is a department of the public University of Georgia and operates under the governance of the University System of Georgia rather than as a standalone commercial entity.

The association runs a unified digital platform (georgiadogs.com) that integrates ticketing, merchandise, content distribution, and fan engagement across all 21 sports. The product surface includes a ticket sales platform (georgiadogs.evenue.net), the G-Shop merchandise storefront (shop.georgiadogs.com), an official mobile app, the Bulldog Network radio affiliate system, and the "All Access" video content library featuring press conferences, game highlights, and documentary-style programming. The technical backbone is delivered through Sidearm Sports' NextGen platform, which powers schedules, rosters, news, and video across the site. Physical venues include Sanford Stadium, Stegeman Coliseum, Jack Turner Stadium, and the Gabrielsen Natatorium inside the Ramsey Student Center.

Revenue is generated through four primary streams: ticket sales for athletic events, official merchandise sales, Bulldog Club membership donations from alumni and supporters, and media rights income from broadcast partnerships with ESPN+ and SEC Network. The go-to-market approach is event-driven, with home schedules anchoring engagement. Pricing varies by sport, opponent, and seat location, with season ticket packages and Bulldog Club membership tiers operating on annual subscription cadences. Corporate sponsors include Nike (official apparel and footwear), Coca-Cola (beverages), Delta Air Lines (travel), Modelo, Twisted Tea, and Acronis (cybersecurity). Athlete compensation is increasingly routed through the UGA Athletic Collective NIL framework, a fast-evolving revenue and recruiting channel with attendant legal exposure.

University of Georgia Athletic Association firmographics

Firmographics

Name: University of Georgia Athletic Association
Legal name: University of Georgia Athletic Association
Website: https://georgiadogs.com
Company type: Private
Operating status: Operating
Headcount range: 251–500 employees
Short description: The University of Georgia Athletic Association operates 21 NCAA Division I sports programs in the SEC, generating revenue from ticket sales, merchandise, alumni donations, and media rights while serving fans, student-athletes, donors, and corporate sponsors.
Ownership category
akta.pro rank

University of Georgia Athletic Association industry classification

Industry

Product category: Collegiate Athletics
NAICS: Sports Teams and Clubs (711211), Colleges, Universities, and Professional Schools (6113), Spectator Sports (71121)
SIC: Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)
akta.pro primary industry: Intercollegiate Athletics (Varsity Sports Programs) (EDALAIAA)
akta.pro secondary industries: College/University Athletic Departments & Varsity Programs (MPAKACAB), College/University Sports Events (NCAA & equivalents) (MPAGAMAE)

Keywords

Collegiate athletics programs
Sports ticket sales
Athletic merchandise sales
NCAA Division I sports
University athletics operations

Where University of Georgia Athletic Association is headquartered

Location

Headquarters

HQ city: Athens, Georgia
HQ country: United States
HQ region: North America

Offices2 records

Markets served

University of Georgia Athletic Association business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

Ticket Sales: Revenue generated from selling tickets to athletic events including football, basketball, baseball, soccer, swimming & diving, and other sports. Tickets are sold through the official Georgia Bulldogs ticket platform and SeatGeek resale marketplace.
Merchandise Sales: Official Georgia Bulldogs merchandise including apparel, footwear, and accessories sold through the G-Shop online storefront and physical retail locations.
Membership Donations (Bulldog Club): The Bulldog Club is the fundraising arm that generates donations from alumni and fans, providing priority access to tickets and exclusive experiences.
Media Rights and Broadcasting: Revenue from television and streaming broadcast rights, including SEC Network and ESPN+ partnerships for coverage of athletic events.

Pricing tiers

Model	Billing	Price
Transaction based/ take rate	Pay-as-you-go	Single game tickets vary by sport and opponent
Subscription	Annual	Season ticket packages available for multiple sports
Subscription	Annual	Bulldog Club membership tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

University of Georgia Athletic Association product offering

Product offering

Core offering

The University of Georgia Athletic Association operates 21 NCAA Division I varsity sports programs as a member of the Southeastern Conference (SEC). It sells tickets to home games and athletic events, distributes official Bulldogs-branded merchandise through the G-Shop, secures broadcast and media rights, and runs the Bulldog Club membership program that collects donations from alumni and fans in exchange for priority access and benefits.

Product overview

University of Georgia Athletic Association operates a unified digital platform (georgiadogs.com) serving 21 collegiate sports programs across men's and women's athletics. The core product offers schedules, rosters, news, and video content, supplemented by integrated modules for ticketing (via Georgia Bulldog Club and SeatGeek), merchandise (G-Shop), mobile app access, radio broadcasts (Bulldog Network), and digital publications including game programs and yearbooks.

Differentiator

Problem solved

Functional benefit

Products and services

Ticket Sales Platform Official ticketing platform for Georgia Bulldogs events, offering primary ticket sales for home games across football, basketball, baseball, swimming & diving, and other sports, plus secondary marketplace functionality through the SeatGeek partnership for buying and selling tickets.
G-Shop Merchandise Store Official online and physical merchandise store selling Georgia Bulldogs branded apparel, footwear (including Nike Vomero products), gameday merchandise, and accessories for fans and alumni.
Bulldog Club Membership

Quantifiable outcome

Women's Swimming & Diving finished 15th at 2026 NCAA Championships
+2 more outcomes

Companies that use University of Georgia Athletic Association

Customer profile

Named customers6 records

Segments4 records

Ideal customer profiles3 records

University of Georgia Athletic Association technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

University of Georgia Athletic Association partnerships and signals

Strategic signal

Partnerships

Eight partnerships are on record, tiered core and minor.

NikecoreStrategic or Co-development PartnerOfficial athletic apparel and footwear partner supplying all official uniforms, practice gear, and official merchandise through the G-Shop storefront. Nike branding appears throughout athletics facilities and official communications.
Coca-ColacoreGTM or Marketing PartnerOfficial beverage partner providing beverage products for athletic events and facilities. Coca-Cola branding appears on official communications and at events.
Delta Air LinesminorGTM or Marketing PartnerOfficial airline partner providing travel services for athletic teams and staff. Delta branding appears on official website and promotional materials.
Modelo (Grupo Modelo)minorGTM or Marketing PartnerOfficial beer partner for Georgia Athletics, appearing on official website promotional materials and potentially at events where permitted.
Twisted TeaminorGTM or Marketing PartnerOfficial iced tea alcoholic beverage partner with branding on official athletics website and communications.
ESPN+coreGTM or Marketing PartnerOfficial streaming partner broadcasting athletic events including swimming & diving championships, select basketball games, and other sports through ESPN+ platform.
SEC NetworkcoreGTM or Marketing PartnerOfficial conference broadcast partner for SEC sporting events including football, basketball, and championship competitions across all sports.
UGA Athletic Collective (NIL Partnership)coreOthersThe athletic association works with associated collectives for Name, Image, and Likeness (NIL) arrangements with student-athletes. Georgia is involved in a landmark lawsuit regarding NIL agreements and transfer portal interference involving former player Damon Wilson II.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

University of Georgia Athletic Association competitors and assessment

Company assessment

Direct peers

University of Florida Athletic Department: The Florida Gators athletic program is an SEC peer with comparable NCAA Division I sports breadth, football brand, and conference-level media rights participation as UGA Athletics.
Clemson University Athletic Department: Clemson's athletic department operates the Tigers in the ACC with comparable football brand and NCAA Division I varsity sports footprint, competing with UGA Athletics for top recruits and national-title positioning.
University of Tennessee Athletic Department: The Tennessee Volunteers athletic department is an SEC peer competing in NCAA Division I across a similar breadth of varsity sports, with comparable football brand and shared SEC media rights participation as UGA Athletics.
LSU Athletic Department: LSU's athletic department operates the LSU Tigers in the SEC, offering comparable NCAA Division I varsity sports breadth, football brand value, and SEC media-rights participation as UGA Athletics.
Ohio State University Athletic Department: Ohio State Athletics operates the Buckeyes in the Big Ten with comparable NCAA Division I portfolio breadth and elite football brand, competing for the same national-championship recruits and top-tier media rights value as UGA Athletics.
Texas A&M University Athletic Department: Texas A&M's athletic department operates the Aggies in the SEC, a peer institution with comparable NCAA Division I varsity sports portfolio and major brand value in football, sharing SEC media rights economics with UGA Athletics.
Auburn University Athletic Department: Auburn's athletic department operates the Auburn Tigers in the SEC, a same-state and intra-conference peer with overlapping recruiting markets, comparable football brand, and shared SEC media rights economics.
University of Alabama Athletic Department: The University of Alabama Athletic Department operates the Alabama Crimson Tide athletic program, a direct SEC peer of UGA competing across a similarly broad portfolio of NCAA Division I sports with comparable football brand stature and national-championship contention.
University of Oregon Athletic Department: Oregon's athletic department operates the Ducks in the Big Ten with comparable NCAA Division I portfolio and an emerging football brand, directly competing with UGA Athletics for elite recruits and merchandise market share.
University of Michigan Athletic Department: Michigan Athletics operates the Wolverines in the Big Ten with comparable NCAA Division I breadth and elite football brand, sharing the same top tier of collegiate athletic programs and recruiting markets as UGA Athletics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

University of Georgia Athletic Association financial estimates

Financial estimate

Revenue estimate

Valuation estimate

University of Georgia Athletic Association leadership team

Management profile

Number of profiles

Profiles22 records

University of Georgia Athletic Association funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

University of Georgia Athletic Association 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 University of Georgia Athletic Association

What does University of Georgia Athletic Association do?

Is University of Georgia Athletic Association a public or private company?

University of Georgia Athletic Association is a private company. It is classified as state government owned and is currently operating.

When was University of Georgia Athletic Association founded?

University of Georgia Athletic Association was founded in -1. It employs 251 to 500 people.

Where is University of Georgia Athletic Association based?

University of Georgia Athletic Association is headquartered in Athens, Georgia, United States, in the North America region.

How does University of Georgia Athletic Association make money?

Four revenue lines are on record. Ticket Sales are the primary driver. The others are merchandise Sales, membership Donations (Bulldog Club) and media Rights and Broadcasting.

Who are University of Georgia Athletic Association's main competitors?

Direct peers on record are University of Florida Athletic Department, Clemson University Athletic Department, University of Tennessee Athletic Department, LSU Athletic Department, Ohio State University Athletic Department, Texas A&M University Athletic Department, Auburn University Athletic Department, University of Alabama Athletic Department, University of Oregon Athletic Department and University of Michigan Athletic Department.

Does University of Georgia Athletic Association have an API?

No public API is recorded for University of Georgia Athletic Association.

What industry is University of Georgia Athletic Association in?

University of Georgia Athletic Association's product category is Collegiate Athletics. Its primary akta.pro industry code is EDALAIAA, Intercollegiate Athletics (Varsity Sports Programs), with a secondary code of MPAKACAB, College/University Athletic Departments & Varsity Programs. Its NAICS code is 711211 and its SIC code is 8200.