Seton Hall University Athletic Office

What Seton Hall University Athletic Office does

Seton Hall University Athletics is the intercollegiate athletics department of Seton Hall University, a private Catholic university in South Orange, New Jersey (founded 1856). The department operates 14 NCAA Division I varsity sports programs (6 men's and 8 women's) as a member of the BIG EAST Conference, competing against institutional peers such as Georgetown, Villanova, UConn, Xavier, St. John's, Creighton, Providence, DePaul, and Marquette. Key venues include the 18,000-seat Prudential Center in Newark for men's basketball, Walsh Gymnasium on campus for women's basketball and volleyball, Mike Sheppard Sr. Stadium for baseball, Owen T. Carroll Field for soccer, and the Seton Hall Basketball Performance Center. The Athletic Director is Bryan Felt.

The department's core products are the competitive athletics programs themselves, supported by the Pirate Sports Network (PSN) for live and on-demand broadcasting via ESPN+, the SHU Pirates Mobile App (powered by SIDEARM Sports) for fan engagement and mobile ticketing, and the Pirate Blue fundraising program. Ancillary revenue products include the official merchandise store (SHUPirateShop.com via Bkstr) and Pirates Treasures collectibles. Under Armour is the official apparel provider; Learfield manages multimedia rights and corporate sponsorship sales.

Revenue is generated through four primary streams: ticket sales (with mobile ticketing required for men's basketball at Prudential Center), donations via Pirate Blue (annual membership tiers, givecampus.com campaigns, events such as the Summer Shore Social and Golf Outing, and collectibles like the $280 2016 BIG EAST Championship Ticket Plaque), merchandise sales, and corporate sponsorship/advertising. The customer base spans alumni and donors, general fans and spectators in the NJ/NY metro area, approximately 450+ student-athletes, and a corporate sponsor portfolio including Pepsi, RWJ Barnabas Health, JAG Physical Therapy, Delta Dental of NJ, Jersey Mike's, and various regional businesses. Onward Setonia provides a Name, Image & Likeness (NIL) marketplace connecting fans with student-athletes. Revenue is not publicly disclosed.

Name

Seton Hall University Athletic Office

Legal name

Seton Hall University Athletics

Website

https://shupirates.com

Company type

Private

Founded year

1856

Operating status

Operating

Headcount range

1–10 employees

Short description

Seton Hall University Athletics operates 14 NCAA Division I varsity sports (6 men's, 8 women's) in the BIG EAST Conference, competing at venues including the 18,000-seat Prudential Center. The department generates revenue through ticket sales, Pirate Blue fundraising, merchandise, and corporate sponsorship, serving fans, alumni, and student-athletes in the NJ/NY metro area.

Ownership category

akta.pro rank

Product category

Collegiate Athletics

NAICS

Spectator Sports (71121), Sports Teams and Clubs (711211), Other Spectator Sports (711219), Promoters of Performing Arts, Sports, and Similar Events (7113), Sporting Goods Retailers (45911)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

College/University Athletic Departments & Varsity Programs (MPAKACAB)

akta.pro secondary industries

Intercollegiate Athletics (Varsity Sports Programs) (EDALAIAA), Athletics Events, Game Operations & Ticketing (EDALAIAK), College/University Sports Events (NCAA & equivalents) (MPAGAMAE), Collegiate Athletic Conferences & Associations (MPAKACAA)

Keywords

• Collegiate athletics
• Intercollegiate sports
• Athletic fundraising
• Sports ticketing
• College athletics merchandise

Headquarters

HQ city

South Orange

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, Others

Revenue model

1. Ticket Sales: Revenue from ticket sales for men's and women's basketball, baseball, and other varsity sports events. Men's basketball plays at Prudential Center, a 18,000-seat arena. Mobile ticketing is required for men's basketball games.
2. Donations via Pirate Blue: Pirate Blue is the official fundraising arm of Seton Hall Athletics. Donations are solicited through givecampus.com and various events. Special merchandise items like the 2016 BIG EAST Championship Ticket Plaque ($280) are sold as donations to the Pirate Blue General Fund.
3. Merchandise Sales: Official merchandise is sold through SHUPirateShop.com (BKirkstr.com storefront) and physical locations. Items include championship apparel, fan gear, and specialty collectibles.
4. Corporate Sponsorship: Corporate sponsors pay for advertising placement on the athletics website, arena signage, and promotional consideration. Sponsors include Learfield (official multimedia rights holder), Pepsi, RWJ Barnabas Health, and numerous regional businesses.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Seton Hall University Athletic Office operates an NCAA Division I intercollegiate athletics program featuring 14 varsity sports competing in the BIG EAST Conference. The department sells game tickets, branded merchandise, and broadcast content while raising funds through the Pirate Blue booster program and corporate sponsorship arrangements.

Product overview

Seton Hall University Athletics operates a comprehensive intercollegiate athletics program featuring 14 varsity sports competing in the BIG EAST Conference. The core product offering centers on the Pirates Sports Network (PSN) for streaming and broadcasting, complemented by the SHU Pirates Mobile App for fan engagement. The Pirate Blue booster program supports fundraising efforts, while the official merchandise store and Pirates Treasures collectibles provide revenue-generating ancillary products. The program maintains various athletic facilities including the Prudential Center for basketball, Walsh Gymnasium for volleyball and women's basketball, and specialized venues for baseball, soccer, swimming, and tennis.

Differentiator

Problem solved

Functional benefit

Brands

• Pirate Blue: The official fundraising and donor relations arm of Seton Hall Athletics, supporting athletic programs through donations and membership.
• Pirate Sports Network (PSN)

Products and services

• Pirate Sports Network (PSN)

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

21 partnerships are on record, tiered core, major and minor.

• LearfieldcoreGTM or Marketing PartnerLearfield serves as the official multimedia rights holder for Seton Hall Pirates athletics, managing corporate sponsorship sales and branded content distribution across athletics platforms.
• RWJ Barnabas HealthmajorGTM or Marketing PartnerRWJ Barnabas Health is a corporate sponsor of Seton Hall athletics, appearing on the official athletics website as a key sponsor.
• PepsimajorGTM or Marketing PartnerPepsi is the official beverage sponsor of Seton Hall athletics, appearing on the athletics website footer as a key sponsor.
• JAG Physical TherapycoreStrategic or Co-development PartnerJAG Physical Therapy is the official physical therapy and sports medicine provider for Seton Hall athletics, listed among their official therapy providers. JAG PT serves over 180 locations across NJ, NY, and PA and is also the official provider for NJ Devils, 76ers, and NYCFC.
• TorconmajorStrategic or Co-development PartnerTorcon served as the construction manager for the Seton Hall Basketball Performance Center, a state-of-the-art facility including a new basketball court, locker rooms, lounges, and offices. Torcon is a construction management firm serving New Jersey, Pennsylvania, and New York.
• Delta Dental of New JerseyminorGTM or Marketing PartnerDelta Dental of New Jersey is listed as a sponsor of Seton Hall athletics, appearing on the athletics website footer.
• Mental Health Associates (MHA)minorStrategic or Co-development PartnerMental Health Associates is a sponsor of Seton Hall athletics and has featured men's basketball color commentator Dave Popkin in mental health awareness content.
• Country Club ServicesminorGTM or Marketing PartnerCountry Club Services, a parking and transportation solutions company based in Millburn, NJ, is a sponsor of Seton Hall athletics.
• Jersey Mike'sminorGTM or Marketing PartnerJersey Mike's, a sub sandwich franchise, is a sponsor of Seton Hall athletics, appearing on the athletics website footer.
• Northeast Beef Promotion InitiativeminorGTM or Marketing PartnerNortheast Beef Promotion Initiative is a sponsor of Seton Hall athletics, appearing on the athletics website footer.
• Zebra PenminorGTM or Marketing PartnerZebra Pen, a writing instruments company headquartered in Edison, NJ, is a sponsor of Seton Hall athletics, appearing on the athletics website footer.
• Academy BusminorGTM or Marketing PartnerAcademy Bus, a bus transportation service, is a sponsor of Seton Hall athletics.
• Route 22 HondaminorGTM or Marketing PartnerRoute 22 Honda, a car dealership in New Jersey, is a sponsor of Seton Hall athletics.
• Columbia BankminorGTM or Marketing PartnerColumbia Bank, a regional financial institution, is a sponsor of Seton Hall athletics.
• MC HotelminorGTM or Marketing PartnerMC Hotel, a hospitality property, is a sponsor of Seton Hall athletics.
• McLoone'sminorGTM or Marketing PartnerMcLoone's, a restaurant group, is a sponsor of Seton Hall athletics.
• SIDEARM SportscoreTechnology or IntegrationSIDEARM Sports powers the official Seton Hall athletics website (shupirates.com), mobile app, and ticketing platforms. SIDEARM provides the technology infrastructure for the university's digital athletics presence.
• BIG EAST ConferencecoreStrategic or Co-development PartnerSeton Hall is a member of the BIG EAST Conference, competing against schools including Georgetown, Villanova, UConn, Xavier, St. John's, Creighton, Providence, DePaul, and Marquette.
• NCAAcoreStrategic or Co-development PartnerSeton Hall athletics competes under NCAA Division I rules and governance.
• Under ArmourmajorGTM or Marketing PartnerUnder Armour is the official apparel and footwear sponsor of Seton Hall athletics, providing team uniforms and merchandise licensing. Under Armour logo appears in the athletics website footer.
• ESPN+majorChannel Partner/ Reseller/ DistributorESPN+ broadcasts live Seton Hall athletic events as part of the Pirate Sports Network distribution. Fans subscribe to ESPN+ to watch live games.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• UConn Huskies Athletics: UConn Huskies are BIG EAST competition and the conference's flagship basketball brand. While UConn is a public university with broader national reach, it is the primary benchmark for ceiling basketball economics and donor engagement within the conference.
• Marquette University Athletics: Marquette Golden Eagles compete in the BIG EAST and share the Catholic, private-university identity with Seton Hall. Their sponsorship portfolio, Learfield relationship, and revenue model closely mirror Seton Hall's structure.
• Xavier University Athletics: Xavier Musketeers are a BIG EAST peer with a comparable Jesuit/Catholic heritage and similar athletic department scale. Their men's basketball program provides a relevant benchmark for revenue generation and donor engagement.
• Georgetown University Athletics: Georgetown Hoyas compete in the BIG EAST Conference across a similar portfolio of men's and women's varsity sports. Both are Catholic institutions with comparable private-university athletic department structures, revenue models, and donor programs, making them the closest peer in scale and mission.
• Creighton University Athletics: Creighton Bluejays compete in the BIG EAST and are a Jesuit institution with a comparable athletics department scale. Their men's basketball success and Jays Athletic Fund provide benchmarks for Seton Hall's Pirate Blue program.
• Villanova University Athletics: Villanova Wildcats share BIG EAST membership and field a comparable varsity sports lineup with strong basketball focus. They are a top-tier program within the same conference, providing a benchmark for upside in ticket revenue, sponsorships, and national brand reach that Seton Hall aspires to.
• Butler University Athletics: Butler Bulldogs historically competed in the BIG EAST and field a comparable mid-major private-university athletics program. Their men's basketball visibility and donor program provide a relevant peer for Seton Hall's scale and revenue mix.
• St. John's University Athletics: St. John's Red Storm are a BIG EAST peer, fellow Catholic institution, and operate in the same NYC/NJ media market. Their shared metropolitan fan base creates direct head-to-head competition for sponsors, ticket buyers, and recruits.
• DePaul University Athletics: DePaul Blue Demons are BIG EAST members and a Catholic institution operating in a major metropolitan market (Chicago), analogous to Seton Hall's NYC/NJ position. Both compete for similar urban sponsors and recruit from comparable population bases.
• Providence College Athletics: Providence Friars are a BIG EAST member and Catholic institution with a similar athletics footprint. Their ticketing, donor, and sponsorship structures are directly comparable to Seton Hall's operating model.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SHUAthletics
• YouTubeyoutube.com/setonhallpirates
• Facebookfacebook.com/shuathletics
• Instagraminstagram.com/shuathletics
• TikToktiktok.com/@shuathletics
• LinkedInlinkedin.com/company/seton-hall-university-athletic-office

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Seton Hall University Athletic Office