Green Bay Phoenix

What Green Bay Phoenix does

Green Bay Phoenix is the athletics department of the University of Wisconsin-Green Bay, a public university in the University of Wisconsin System. The program has competed at the NCAA Division I level since 1969 and currently fields 14 intercollegiate sport programs with over 250 student-athletes, primarily as a member of the Horizon League and the Central Collegiate Ski Association for Nordic skiing. The department operates from the Kress Events Center on the UW-Green Bay campus and competes at both the Kress Events Center and Resch Center for basketball games. The Phoenix is Northeast Wisconsin's only Division I athletics program, with historical distinctions including the women's basketball program's 49 consecutive winning seasons (second only to Tennessee in NCAA history) and 21 NCAA tournament appearances.

The business model is diversified across four primary revenue streams: ticket sales (home games for all 14 sports), donations and fundraising (the Phoenix Fund plus annual events like the Packers-Phoenix Steak Fry, which generated a record $375,000), corporate sponsorships (including national brand Adidas and regional partners like Festival Foods, Prevea Health, Bergstrom Automotive, Cousin's Subs, and 4imprint), and NCAA/Horizon League conference distributions (including revenue from women's basketball NCAA tournament appearances and women's golf championship appearances). Go-to-market is event-driven: the program engages fans, alumni, students, and donors through competitive sports events, community fundraising events (golf outings, steak fry), alumni engagement, and corporate partnerships. UWGB students receive free admission to all home events, which serves as a freemium onboarding channel for the broader Phoenix community.

The department's strategic posture is anchored by a long-tenured leadership team led by Josh Moon (Mark Murphy Endowed Director of Athletics, in his 5th year, contract extended through 2031) and an institutional partnership with the Green Bay Packers, who made a leading gift in November 2024 to endow the Director of Athletics position. Former Packers President and CEO Mark Murphy serves as Executive in Residence. Distribution is hybrid: live attendance at Kress Events Center and Resch Center, online ticket sales via greenbayphoenix.com, and national streaming through ESPN+. The technology stack is standard collegiate athletics infrastructure (Sidearm NextGen website, ESPN+ streaming, Kress Events Center and Resch Center venues) with no proprietary platform or AI-enabled components.

Name

Green Bay Phoenix

Legal name

University of Wisconsin Green Bay Athletics

Website

https://greenbayphoenix.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Green Bay Phoenix is the NCAA Division I athletics department of the University of Wisconsin-Green Bay, operating 14 intercollegiate sport programs with 250+ student-athletes in the Horizon League. It generates revenue through ticket sales, fundraising, corporate sponsorships, and conference distributions, serving Northeast Wisconsin fans, students, alumni, and donors.

Ownership category

akta.pro rank

Product category

Collegiate Athletics Programs

NAICS

Spectator Sports (71121), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

College/University Athletic Departments & Varsity Programs (MPAKACAB)

akta.pro secondary industry

College/University Sports Events (NCAA & equivalents) (MPAGAMAE)

Keywords

• NCAA Division I athletics
• Intercollegiate sports programs
• Collegiate basketball events
• University athletics fundraising
• Horizon League athletics

Headquarters

HQ city

Green Bay

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from home game attendance for all 14 sports programs including men's and women's basketball, soccer, golf, cross country, swimming & diving, nordic skiing, and softball.
2. Donations and Fundraising: Phoenix Fund donations, annual giving, major gifts, and special event fundraising including the Packers-Phoenix Steak Fry which generated record $375,000.
3. Corporate Sponsorships: Corporate partner relationships, sponsorships for events, and branded partnerships with local businesses and national brands like Adidas.
4. NCAA Conference Distributions: Revenue sharing from Horizon League and NCAA tournament appearances including women's basketball NCAA tournament and women's golf championship appearances.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Green Bay Phoenix operates the NCAA Division I intercollegiate athletics program of the University of Wisconsin-Green Bay, fielding 14 varsity sports including men's and women's basketball, soccer, golf, cross country, swimming & diving, nordic skiing, softball, and volleyball. The department delivers home athletic events at the Kress Events Center and Resch Center, sells tickets and merchandise, runs an annual giving program (Phoenix Fund), and produces themed promotional game nights and community fundraising events such as golf outings and the Packers-Phoenix Steak Fry.

Product overview

Green Bay Phoenix is the University of Wisconsin-Green Bay athletics department operating 14 NCAA Division I intercollegiate sports programs in the Horizon League and Central Collegiate Ski Association. The primary product is the official athletics website (greenbayphoenix.com) which serves as the hub for all sports information, ticket sales, and fan engagement. The department offers ticket sales for basketball and volleyball games, The Phlock student section membership, seasonal promotional events for basketball including themed nights and giveaways, the Phoenix Fund annual fundraising program, and golf outing fundraising events for specific sports programs (Fore Hoops Golf Classic for women's basketball, Soccer Golf Outing). Spirit Squads including cheerleading, pep band, and dance team support home games. The program emphasizes community engagement, academic achievement (record 3.66 GPA in spring 2026), and competitive success including recent Horizon League championships in women's basketball, women's golf, and men's soccer.

Differentiator

Problem solved

Functional benefit

Brands

• The Phlock: Official student section of the Green Bay Phoenix, officially started in 2022. Members receive free t-shirts, are entered for giveaways, and represent the Phoenix at athletics events.

Products and services

• Green Bay Phoenix Athletics Website Official athletics website hub for the Green Bay Phoenix covering all 14 NCAA Division I sports programs with schedules, rosters, news, ticket purchasing, and multimedia content for fans, students, alumni, and media.
• Ticket Sales Platform Online and box office ticket purchasing for men's and women's basketball and women's volleyball home games at the Kress Events Center and Resch Center venues.
• The Phlock Student Section Official student section of the Green Bay Phoenix offering UWGB students free t-shirts, giveaway entries, and a designated home game presence with free admission to all events.
• Basketball Promotional Events Seasonal promotional schedule of themed game nights, giveaways, and community events for men's and women's basketball including Education Day, Military Appreciation, Pink Zone Game, and First Responders Day.
• Phoenix Fund (Athletics Annual Giving) Annual giving and major gift fundraising program supporting Green Bay Phoenix Athletics operations, scholarships, and program enhancements for alumni, donors, and community supporters.
• Fore Hoops Golf Classic Annual women's basketball golf outing fundraising event held at Thornberry Creek at Oneida, presented by Prevea Health, featuring tiered sponsorships and dinner/auction participation to benefit the program.
• Inaugural Green Bay Soccer Golf Outing Inaugural golf fundraising event for the Phoenix men's and women's soccer programs held at Wander Springs Golf Course, uniting supporters, alumni, and community members.
• Spirit Squads Spirit programs including the Cheerleading team, Pep Band, and Dance Team that perform at and energize Green Bay Phoenix athletics events.

Quantifiable outcome

• Record $375,000 generated at Packers-Phoenix Steak Fry fundraising event
• +2 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Horizon LeaguecoreStrategic or Co-development PartnerThe Phoenix competes in the Horizon League for most sports and the Central Collegiate Ski Association for Nordic Skiing. Conference membership provides competitive scheduling, championship tournaments, and revenue distribution.
• AdidascoreOthersOfficial equipment and apparel sponsor of Green Bay Phoenix athletics. Logo appears on official athletics website footer.
• Festival FoodsminorOthersCorporate sponsor for Family Days and concession specials at basketball games. Provides ticket and concession specials for family-friendly events.
• Prevea HealthminorOthersHealthcare partner presenting events including Pink Zone Game and Macklin's Game for pregnancy and infant loss awareness. Sports medicine partnership available through Prevea.
• 4imprintminorOthersCorporate sponsor providing promotional giveaways including tumblers and retro t-shirts at basketball games through the 4imprint Giveaway Series.
• Bergstrom AutomotiveminorOthersCorporate sponsor providing youth jersey giveaways at Phoenix Wish Game supporting Make-A-Wish families.
• Infinity Machine & EngineeringminorOthersTitle sponsor of the inaugural Green Bay Soccer Golf Outing, supporting both men's and women's soccer programs.
• ESPN+coreTechnology or IntegrationOfficial streaming platform for Green Bay Phoenix home games. Fans can watch games through ESPN+ with How to Watch resources available on the athletics website.
• Cousin's SubsminorOthersPresenting sponsor for Education Day events at basketball games, providing free admission and lunch for registered local schools.
• NCAAcoreStrategic or Co-development PartnerNational Collegiate Athletic Association membership providing tournament opportunities, governance, and revenue distributions for all Division I programs.
• Nichols PaperminorOthersDriven by Nichols Paper - presenting sponsor for the 2026 Women's Basketball Fore Hoops Golf Classic at Thornberry Creek at Oneida.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Wright State Raiders (Wright State University Athletics): Horizon League peer with comparable D1 program breadth. Operates a similar mid-major athletic department structure with overlapping men's and women's basketball, soccer, and cross country competition.
• Cleveland State Vikings (Cleveland State University Athletics): Horizon League member and like-sized mid-major D1 program. Competes against Green Bay in basketball and shares Horizon League tournament and revenue-distribution mechanics.
• Oakland Golden Grizzlies (Oakland University Athletics): Horizon League member competing in NCAA Division I across a comparable portfolio of sports. Operates as a similar mid-major D1 program with overlapping sports sponsorship and Horizon League distribution economics.
• Milwaukee Panthers (UW-Milwaukee Athletics): Direct Horizon League rival and in-state University of Wisconsin System counterpart. Competes in the same NCAA Division I conference across overlapping sports, including men's and women's basketball, and contests the I-43 Rivalry series with Green Bay annually.
• Purdue Fort Wayne Mastodons (Purdue University Fort Wayne Athletics): Horizon League member in a comparable mid-major D1 position with overlapping sport offerings. Operates with similar resource constraints and competes for conference tournament positioning.
• Detroit Mercy Titans (University of Detroit Mercy Athletics): Horizon League member with a comparable D1 sport portfolio. Directly competes against Green Bay in conference play and shares Horizon League revenue distribution, governance, and scheduling frameworks.
• Northern Kentucky Norse (Northern Kentucky University Athletics): Horizon League member operating a similar-sized D1 athletic department. Overlaps with Green Bay in basketball and soccer competition and shares Horizon League economics.
• Youngstown State Penguins (Youngstown State University Athletics): Horizon League peer with overlapping men's basketball, soccer, and other D1 programs. Operates a similar mid-major athletics structure with comparable fundraising and ticketing constraints.
• Robert Morris Colonials (Robert Morris University Athletics): Horizon League member offering a parallel mid-major D1 portfolio. Provides direct conference-head-to-head matchups in basketball and shares Horizon League distribution and governance dynamics.

Broad incumbents

• Wisconsin Badgers (University of Wisconsin-Madison Athletics): In-state Big Ten flagship athletics program and fellow University of Wisconsin System member. Represents the dominant regional D1 brand against which Green Bay competes for in-state recruits, donor attention, and media coverage despite competing in a different conference tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/gbphoenix
• YouTubeyoutube.com/gbphoenix
• Facebookfacebook.com/GBPhoenix
• LinkedInlinkedin.com/company/green-bay-phoenix-athletics
• Instagraminstagram.com/gbphoenix

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Green Bay Phoenix