SportsLink Travel

What SportsLink Travel does

SportsLink Travel is a private Australian sports-exclusive travel management company founded in 2002 and headquartered in Canberra, with additional offices in Melbourne, Perth, and New Zealand. The company organizes end-to-end group travel logistics for sporting events, covering flights, accommodation, transfers, official tickets, premium seating, and on-ground support, and is differentiated by official partnerships with more than 50 state and national sporting organisations across Australia and New Zealand including Water Polo Australia, CombatAUS, Hockey Australia, Basketball Australia, Athletics Australia, Softball Victoria, Floorball Australia, and Transplant Australia.

The company's core product is its EpicMoments™ tour planning methodology, applied across group sports tours spanning athletics, baseball, basketball, football, hockey, NFL, rugby, softball, volleyball, tenpin bowling and major events such as the Olympics, FIFA World Cup, and Rugby World Cup. It distributes through a self-serve website, phone-based inside sales (1300 666 675), and field sales to enterprise clients, while leveraging its position as the largest member of Flight Centre Travel Group's Envoyage independent network (over 450 agents) for airline contracts and negotiated hotel rates, and a Viator partnership for destination-side experiences.

The business operates three revenue streams: packaged sports tour packages sold on a per-person basis (typically $649 to $5,995+ per person), managed travel services for sporting organisations under multi-year Olympic-cycle contracts, and bespoke group travel coordination on a transaction or professional-services basis. Pricing ranges from published unit rates for consumer fan tours to quote-based enterprise contracts, with the company claiming hundreds of trips annually and tens of thousands of athletes, fans, and supporters served since inception.

Name

SportsLink Travel

Legal name

SportsLink Travel

Website

https://sportslinktravel.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

SportsLink Travel is Australia and New Zealand's only sports-exclusive travel management business, organizing end-to-end group tours and managed travel for 50+ state and national sporting organisations, their athletes, staff, and supporters across major global events.

Ownership category

akta.pro rank

Product category

Sports Travel Management

NAICS

Tour Operators (561520), Spectator Sports (71121)

SIC

Transportation Services (4700), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sports Travel, Logistics & Team Operations Services (MPAKAKAI)

akta.pro secondary industries

Sports Team, Tournament & Training Travel (THAKAGAI), Sports Events & Match Tickets (THAJAFAE), Sports & Active Travel Agencies (e.g., ski, golf, dive) (THAKAFAJ)

Keywords

• Sports travel management
• Group sports tours
• Travel management services
• Sports fan tours
• Team travel logistics

Headquarters

HQ city

Canberra

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Sports Tour Packages: The company generates revenue through packaged group tours to sporting events. These include flights, accommodation, transfers, tickets, and support services bundled together. Revenue is recognized per person with tiered pricing based on package inclusions.
2. Travel Management Services: Corporate-style travel management for sporting organizations, handling logistics for teams, staff, officials and supporters. This includes ongoing relationships with national sporting bodies requiring recurring travel coordination.
3. Group Travel Coordination: Detailed group travel coordination including flights, accommodation, transfers, and ground logistics for sports teams and organizations. Revenue generated per group booking with pricing based on group size and complexity.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

SportsLink Travel is Australia and New Zealand's only sports-exclusive travel management business, providing end-to-end group tour packages and ongoing travel management services for sporting organizations, schools, athletes, and individual fans/supporters. Services include flights, accommodation, transfers, event tickets, premium seating, behind-the-scenes access, on-ground support, and merchandise, bundled around major events such as the Olympics, World Cups, and national championships.

Product overview

SportsLink Travel is Australia and New Zealand's only sports-exclusive travel management business, established in 2002. The company operates as a single unified offering centered on its EpicMoments Tour Planning Methodology, providing group sports tours and comprehensive travel management services. The portfolio includes tours across 18+ sports codes (Athletics, Baseball, Basketball, Hockey, NFL, Rugby, Softball, Volleyball, and more), with key product categories including Hockey Tours, Basketball Tours, Rugby Tours, and Major Events Tours (Olympics, World Cup). The company also maintains official travel partnerships with 50+ state and national sporting organizations including Water Polo Australia, CombatAUS, Floorball Australia, Transplant Australia, and Softball Victoria, offering specialized logistics management for teams, athletes, and supporters.

Differentiator

Problem solved

Functional benefit

Brands

• EpicMoments: SportsLink's unique tour planning methodology that promises excitement, connection, and lasting memories for sports travelers.

Products and services

• Group Sports Tours Affordable group tours to sporting events worldwide covering flights, accommodation, transfers, event tickets, and on-ground support. Targets school sports tours, professional league events, and major international championships.
• Travel Management Services End-to-end travel logistics for sports teams, organizations, and supporters, including flights, accommodation, transfers, equipment transport, and on-ground support across domestic and international events.
• Hockey Tours Sport-specific tour packages for hockey events including Hockey One Finals, FIH Hockey World Cup, World Masters Hockey, and NZ Masters Hockey, with premium seating and official supporter access.
• Basketball Tours Basketball tour packages including FIBA Women's World Cup Australian Opals supporter tours, NBA games, and NBL competitions with premium seating and behind-the-scenes access.
• Rugby Tours Rugby tour packages including All Blacks tours, Junior Wallabies World Rugby U20 Championship, and various international rugby events with premium seating and behind-the-scenes access.
• Major Events Tours Tour packages to major global sporting events including Los Angeles 2028 Olympics, Paralympic Games LA28, and FIFA World Cup, including flights, accommodation, official supporter access, and transfers.
• School and Club Tours Organized group travel for schools and sports clubs attending inter-school competitions, championships, and educational sports tours, with risk-managed and supervised itineraries.

Quantifiable outcome

• 87% of international matches at Wagener Stadium result in home team wins due to passionate Dutch fan atmosphere
• +4 more outcomes

Named customers9 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

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Floorball AustraliacoreStrategic or Co-development Partner · 1 June 2026SportsLink Travel appointed as Official Travel Partner for Floorball Australia, one of the fastest growing sports in the country. Partnership covers players, teams, supporters, fans, families and staff attending competitions across Australia and internationally. Takes care of flights, accommodation, transfers and on-ground support.
• Transplant AustraliaminorStrategic or Co-development Partner · 1 February 2026SportsLink Travel appointed as Official Travel Partner for Transplant Australia, supporting the transplant community with travel management for the Australian Transplant Games, community gatherings, and international representation. Partnership aligned with company's values around community and meaningful travel experiences.
• CombatAUS (Combat Institute of Australia)coreStrategic or Co-development Partner · 1 February 2026Extended partnership through LA2028 and Brisbane 2032 providing specialized travel for Olympic combat sports programs across Judo, Taekwondo, and Wrestling. During the partnership, Australian athletes achieved three Olympic medals (Tokyo 2020 and Paris 2024). Partnership coordinates complex international movements including training camps, altitude preparation, and equipment transport.
• Water Polo AustraliacoreStrategic or Co-development Partner · 1 February 2026SportsLink Travel named Official Travel Provider for Water Polo Australia, marking reunion of founding partnership that began at 2004 Athens Olympics. Partnership covers all national teams and events through LA2028 including Australian Youth Water Polo Championships, 2026 World Cup finals in Sydney, and 2027 FINA World Championships in Budapest. Manages travel for teams, staff, families and supporters.
• Softball VictoriacoreStrategic or Co-development PartnerSportsLink Travel continues as Official Travel Partner for Softball Victoria, managing travel for up to 12 Victorian State Teams per season. The partnership handles flights, accommodation, transfers, coaches and buses, covering national campaigns and interstate competitions. Relationship built over years through detailed, reliable service with consistent contact people.
• ONE Active Hockey One LeaguecoreStrategic or Co-development PartnerOfficial Travel Provider for the ONE Active Hockey One League, managing supporter packages for the 2026 Finals on the Gold Coast. Partnership provides exclusive access to official finals tickets, accommodation packages, game day transfers, and supporter experiences.
• Hockey AustraliacoreStrategic or Co-development PartnerPartnership with Hockey Australia providing priority access to events, official supporter section seats, and behind-the-scenes access to training sessions. Manages travel for Kookaburras, Hockeyroos, and supporter tours to events like Hockey World Cup 2026.
• Basketball AustraliacoreStrategic or Co-development PartnerPartnership with Basketball Australia including private sessions with current players, autograph opportunities, and access to exclusive fan events. Manages travel for Australian national teams and supporter tours.
• Athletics AustraliacoreStrategic or Co-development PartnerPartnership with Athletics Australia ensuring track and field tours meet international standards with access to professional venues, trained professionals, and clean secure facilities.
• Flight Centre Travel Group (Envoyage Network)coreChannel Partner/ Reseller/ DistributorLargest member of Flight Centre Travel Group's Envoyage independent network. Provides access to airline contracts, negotiated hotel rates, and industry credibility. Network includes over 450 agents.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Sports Travel Company: UK-based sports-specialist tour operator focused on supporter tours, hospitality packages, and team travel for rugby, football, tennis and racing. Closely matches SportsLink's model of bundling official-ticket access with accommodation and transfers.
• Grand Slam Tennis Tours: US-based specialist offering premium tennis supporter tours to Grand Slams (Australian Open, Roland Garros, Wimbledon, US Open). Same vertical specialization in a single-sport premium tour model that overlaps with SportsLink's tennis/major-events offerings.
• Gullivers Sports Travel: UK specialist in sports travel packages for rugby, football, cricket, and other major events. Operates a similar bundled-tour model (flights, accommodation, match tickets, transfers) targeting supporters and corporate groups — directly comparable to SportsLink's offering.
• Sportsbreaks.com: UK-based sports tour operator offering supporter packages to major events (Premier League, Champions League, rugby, F1). Direct competitor in the sports-exclusive travel management category, serving a similar fan and corporate customer base across multiple sports.
• Champions Travel: Australian sports tour operator offering supporter packages for rugby, cricket, football, and major events globally. Same geography (Australia) and same customer base as SportsLink — directly competitive in the ANZ sports-tour category.

Others

• Topdeck Travel: Australia-rooted group tour operator for 18-30s and experiential travel. Not a sports specialist, but operates in the same ANZ outbound group-travel category and competes for some of the same group booking customers (schools, clubs, supporters).
• STA Travel: Historically dominant student and youth travel agency that also operated sports-tour programmes. Although now defunct/largely restructured, it illustrates the model of a youth-focused travel company serving school and club sports groups — directly relevant adjacency to SportsLink's school-tour segment.

Broad incumbents

• Match Hospitality: Swiss-based global sports hospitality and travel rights-holder specializing in FIFA World Cup and major tournament official hospitality programmes. Larger incumbent in adjacent sports-travel subsegment; overlapping capabilities around official access and bundled travel for major events.
• On Location (Endeavor): US-based premium sports hospitality and experiential travel provider, part of Endeavor. Operates at higher price points and broader scale around NFL, Olympics, FIFA and tennis — overlapping with SportsLink's premium supporter experience offering but as a larger incumbent.
• Flight Centre Travel Group: ASX-listed global travel agency group whose Envoyage independent network is SportsLink's primary channel and airline/hotel rate backbone. Operates broadly across corporate and leisure travel rather than specializing in sports, but is the closest incumbent in the ANZ travel management market.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sportslinktravel
• LinkedInlinkedin.com/company/sportslinktravel

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 SportsLink Travel