What Sanford Pentagon does

The Sanford Pentagon is a 160,000-square-foot multi-sport facility located in Sioux Falls, South Dakota, that opened in 2014 as the cornerstone of the Sanford Sports Complex. The venue is owned and operated by Sanford Sports, a division of Sanford Health, and functions as a regional hosting platform for professional, collegiate, high school, and youth sporting events, as well as corporate meetings and concerts. Its anchor is Heritage Court — a 3,250-seat arena with four executive suites, 12 loge boxes, and two corner suites — which serves as the home venue for the NBA G League's Sioux Falls Skyforce and Augustana University Men's and Women's Basketball. The facility houses nine courts in total (Heritage Court plus six outer courts) and supports a multi-sport calendar including basketball, volleyball, mixed martial arts, wrestling, dance, and cheer.

Revenue is generated through three primary streams: venue and court rentals for practices and competitions, ticket sales via Ticketmaster, and on-site concessions across three concession areas plus a team store operated by MRG Sports & Promo. The venue reports more than 90 NCAA Division I events hosted cumulatively alongside NCAA and NAIA national championships in men's and women's basketball and women's volleyball. Beyond event hosting, the Pentagon is integrated into the broader Sanford Sports ecosystem, which offers Sports Academy programs across eight primary sports plus nine additional disciplines and a Sports Performance stack (performance training, sports physical therapy, nutrition, mental performance, testing, professional programs). The facility differentiates through a state-of-the-art film room (80-inch Smart TV, theater-style seating), high-definition video boards throughout, and Champions Murals honoring legendary basketball figures — a reputational asset underwritten by its championship hosting track record.

Distribution relies on direct enterprise sales for venue rentals (contact: (605) 312-7900) and Ticketmaster for consumer ticketing, with marketing executed through the Sanford Sports website, email newsletter, and social channels. Sponsorship revenue is sourced from a network of regional and national partners including Coca-Cola, First Premier, Pathward, Scheels, Lewis, Pride Neon, Vern Eide, Pizza Ranch, POET, Scooters, Lloyd, and Beal. The company carries a lean 13-employee headcount and is treated as an operating division rather than a standalone reporting entity.

Name

Sanford Pentagon

Legal name

Sanford Pentagon

Website

https://sanfordpentagon.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Sanford Pentagon is a 160,000-square-foot multi-sport venue in Sioux Falls, South Dakota, operated by Sanford Sports (a Sanford Health division), hosting professional, collegiate, high school, youth, and corporate events across nine courts with a 3,250-seat anchor arena.

Ownership category

akta.pro rank

Product category

Sports Venue & Event Facilities

NAICS

Spectator Sports (7112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industry

Multi-Sport Complexes & Community Sports Parks (MPAKAEAH)

Keywords

• Sports venue hosting
• Event facility rentals
• Athletic event management
• Basketball court rentals
• Multi-sport competition venue

Headquarters

HQ city

Sioux Falls

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Event Hosting and Venue Rentals: The Sanford Pentagon generates revenue by hosting basketball, volleyball, mixed martial arts, wrestling, dance, and cheer events. The facility rents out its nine courts for practices and competitions to various teams and organizations.
2. Ticket Sales: The venue sells tickets through Ticketmaster for games, tournaments, and spectator events including professional games, college matchups, and youth tournaments.
3. Concessions and Retail: Three concession areas provide food and drinks, with a team store located in the lobby offering merchandise and apparel.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Sanford Pentagon is a 160,000-square-foot sports complex facility that hosts professional, collegiate, high school, and youth sporting events including basketball, volleyball, MMA, wrestling, dance, and cheer. The venue rents its nine courts for practices and competitions, sells tickets through Ticketmaster, and operates concession areas plus a team store. As the cornerstone of the Sanford Sports Complex in Sioux Falls, SD, it features a 3,250-seat Heritage Court as the main arena.

Product overview

Sanford Pentagon is a 160,000-square-foot sports facility serving as the cornerstone of the Sanford Sports Complex in Sioux Falls, SD. The facility operates as a platform offering multiple event venues: the main Heritage Court (home to Sioux Falls Skyforce and Augustana University basketball teams) with 3,250 seating capacity, 6 outer courts (9 total courts), executive suites, loge boxes, and a film room. Ancillary services include court rentals, concessions, team store, and event hosting. The broader Sanford Sports ecosystem also offers Sports Academy training programs across 8 sports and Sports Performance services (training, physical therapy, nutrition, mental performance, and testing).

Differentiator

Problem solved

Functional benefit

Brands

• Heritage Court: Main arena at the Sanford Pentagon with seating capacity of 3,250, home to Sioux Falls Skyforce and Augustana University basketball teams.

Products and services

• Heritage Court The main basketball court at the Sanford Pentagon serving as the home venue of the Sioux Falls Skyforce (NBA G League) and Augustana University Men's and Women's Basketball teams, featuring 3,250 seating capacity with 4 executive suites, 12 loge boxes, and 2 corner suites.
• Outer Courts Six outer courts surrounding Heritage Court, totaling nine high school and college-length courts in the building, available for basketball, volleyball, mixed martial arts, wrestling, dance, and cheer practices and competitions.
• Film Room State-of-the-art film review room available to visiting teams, equipped with an 80-inch Smart TV, 19 theater chairs, and additional seating for 12 people.
• Champions Murals Unique murals displayed in each hallway leading to Heritage Court, paying tribute to legendary college and professional basketball players and coaches.
• Court Rentals Rental of multiple courts for practices and tournaments, including basketball, volleyball, mixed martial arts, wrestling, dance, and cheer events, available by contacting the Sanford Pentagon event staff.
• Concessions & Team Store Three concession areas offering food and drinks, plus an on-site team store located in the lobby for merchandise purchases.
• Event Hosting Event scheduling and management services for youth tournaments, high school classics, collegiate games, concerts, and corporate meetings at the Sanford Pentagon, leveraging nine courts and full-service amenities.

Quantifiable outcome

• Over 90 NCAA Division I events hosted
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

14 partnerships are on record, tiered minor and core.

• Coca-ColaminorGTM or Marketing PartnerBeverage sponsor visible throughout the Sanford Pentagon facility with logo displayed in the Our Partners section.
• First PremierminorGTM or Marketing PartnerFinancial services partner and sponsor of Sanford Pentagon with logo featured in the Our Partners section.
• PathwardminorGTM or Marketing PartnerBanking and financial services partner with logo displayed in the Our Partners section.
• ScheelsminorGTM or Marketing PartnerSporting goods retailer and sponsor with logo featured in the Our Partners section of the facility.
• LewisminorGTM or Marketing PartnerPartner sponsor with logo displayed in the Our Partners section of the Sanford Pentagon.
• Pride NeonminorGTM or Marketing PartnerSignage and display partner with logo featured in the Our Partners section.
• Vern EideminorGTM or Marketing PartnerAutomotive dealer and regional sponsor with logo displayed in the Our Partners section.
• MRG Sports & PromominorGTM or Marketing PartnerTeam store operator for Sanford Pentagon merchandise. Located in the lobby with online ordering available at mrgsportsandpromo.com.
• Pizza RanchminorGTM or Marketing PartnerRestaurant and catering partner with logo featured in the Our Partners section of the facility.
• POETminorGTM or Marketing PartnerBiofuel company and regional sponsor with logo displayed in the Our Partners section.
• ScootersminorGTM or Marketing PartnerCoffee and beverage chain sponsor with logo featured in the Our Partners section.
• LloydminorGTM or Marketing PartnerRegional sponsor with logo displayed in the Our Partners section.
• BealminorGTM or Marketing PartnerPartner sponsor with logo featured in the Our Partners section.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for Sanford Pentagon events. Handles all ticket sales for games, tournaments, and spectator events at the venue.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sanford Sports Complex: The broader multi-facility sports complex of which the Pentagon is the cornerstone, sharing the same parent organization and overlapping programming including academy, performance, and events.
• Pinnacle Bank Arena: A ~15,000-seat arena in Lincoln, NE hosting Nebraska Cornhuskers basketball and concerts, providing a comparable collegiate-basketball focused mid-sized arena model.
• Hy-Vee Arena: A renovated mid-sized arena in Kansas City hosting amateur sports tournaments, boxing, MMA, and community events, directly comparable in capacity and multi-sport tournament hosting focus.
• Baxter Arena: A mid-sized multi-purpose arena in Omaha, NE hosting NCAA Division I hockey and basketball, comparable in seat count and multi-event use case to the Sanford Pentagon.
• Denny Sanford PREMIER Center: A larger multi-purpose arena also located in Sioux Falls and named after the same Sanford benefactor, directly competing for corporate events, conventions, and concert bookings in the same metro market.
• Carver-Hawkeye Arena: A 15,500-seat Big Ten indoor arena at the University of Iowa hosting NCAA Division I basketball, comparable in its role as a collegiate basketball anchor venue.

Broad incumbents

• Mayo Clinic Sports Medicine: A health system-affiliated sports medicine program that, like Sanford Health, integrates clinical care, performance training, and community sports facilities — a comparable vertically integrated sports/health model.
• CHI Health Center Omaha: A larger arena in Omaha, NE that competes with the Pentagon for regional NCAA events and tournaments, offering broader event capabilities including major concerts and indoor football.

Regional players

• Tyson Events Center: A regional multi-purpose arena in Sioux City, IA serving a similar upper Midwest market with comparable capacity and a mix of sporting events, tournaments, and concerts.
• Bismarck Event Center: A multi-purpose venue in Bismarck, ND comparable in regional positioning and event mix, attracting similar collegiate, high school, and community events to the Dakotas.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sanford-pentagon

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 Sanford Pentagon