Varsity Sports TV

What Varsity Sports TV does

Varsity Sports TV is a privately held live-streaming platform founded in 2020 in American Fork, Utah, by James Bromley and Randy Griffin of JRI Insurance to provide free streaming of local high school sports to families, friends, and communities that were unable to attend games during the COVID-19 pandemic. The platform serves approximately 60 Utah high schools and sports organizations, offering dedicated channels per school with live broadcasts, viewer counts, on-demand archives searchable by school, sport, and date, and support for multiple sports including football, basketball, volleyball, baseball, soccer, wrestling, lacrosse, water polo, rugby, and softball across Varsity, JV, freshman, and sophomore levels.

The core technology is a web-based live streaming service with a standard video player (captions, audio tracks, chapters, variable-speed playback, picture-in-picture, fullscreen) plus school-specific branded channel pages and a searchable video archive. Commercial offerings include a three-step school sponsorship platform (account creation, Stripe-backed payment, ad creative upload with review), banner advertising during streams, and a direct viewer-to-school fundraising module. The platform integrates with Deseret News for scores and schedules, and is supported by a small team of roughly 11 employees.

Business model is freemium for viewers, monetized primarily through sponsorship packages sold to local businesses, banner advertising, and viewer-driven fundraising for schools. Go-to-market is community-led: schools serve as distribution channels to their parent and alumni networks, while the company secures local advertisers. The addressable market is currently confined to a single state (Utah) and a single vertical (K-12 athletics), with no disclosed funding, no institutional investors, and no revenue figure publicly available.

Name

Varsity Sports TV

Legal name

Varsity Sports TV

Website

https://varsitysportstv.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Varsity Sports TV is a free, ad- and sponsorship-supported live-streaming platform serving roughly 60 Utah high schools, offering school-branded channels, on-demand game archives, and direct viewer-to-school fundraising for families and local communities.

Ownership category

akta.pro rank

Product category

Live Sports Streaming

NAICS

Television Broadcasting Stations (51612), Spectator Sports (71121)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Sports Live Streaming Platforms (MPACACAF)

akta.pro secondary industries

Sports Streaming Platforms (MPACAAAE), Sports FAST Channels & Free Ad-Supported Streaming (MPAKAOAD), Local Sports Broadcast Stations (Regional Local Rights, High School/College) (MPABACAK)

Keywords

• Live sports streaming
• High school athletics
• School sports broadcasting
• Video streaming platform
• Youth sports coverage

Headquarters

HQ city

American Fork

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Streaming Platform Services: Provides streaming infrastructure for high schools; schools can generate revenue through viewership and sponsorship opportunities
2. School Sponsorship Packages: Local businesses sponsor schools through tiered packages that include advertising placement during streams. Process involves account creation, one-time payment, and content upload with marketing review.
3. Advertising Revenue: Banner advertisements displayed during video streams, with multiple sponsor banners shown on video pages

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Varsity Sports TV operates a free live streaming platform that enables Utah high schools to broadcast their athletic events to families and communities. The platform delivers real-time live streaming with viewer counts, on-demand video archives, and dedicated school channels, while monetizing through sponsorship packages sold to local businesses and banner advertising. Schools receive revenue generated from the platform's viewership and sponsorship activity, and viewers access content at no cost.

Product overview

Varsity Sports TV operates as a unified live streaming platform for high school sports, combining a core video streaming service with school-specific branded channels, a sponsorship/advertising marketplace, and a fundraising module. Schools receive individual channel pages hosting live streams and on-demand archives organized by sport (including Football, Basketball, Volleyball, Baseball, Soccer, Wrestling, Lacrosse, Rugby, Softball, Water Polo, and Other). The platform also supports monetization through a sponsorship program that businesses can use to advertise during streams, and enables direct school fundraising contributions from viewers.

Differentiator

Problem solved

Functional benefit

Products and services

• Varsity Sports TV Live Streaming Platform
• School Channels
• School Sponsorship Platform
• School Fundraising Support

Quantifiable outcome

• Created as a free platform during pandemic to restore community access to high school sports

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• JRI InsurancecoreOthersFounding company of Varsity Sports TV, created by James Bromley and Randy Griffin of JRI Insurance during the pandemic to provide free streaming of local high school sports. JRI Insurance is also a sponsor on the platform.
• Deseret NewscoreStrategic or Co-development PartnerPartnership with Deseret News for high school sports scores and schedules integration on the Varsity Sports TV platform. Provides Scores and Schedules section linking to Deseret News coverage.
• Gilbert DevelopmentminorGTM or Marketing PartnerSponsor of Cedar vs Hurricane boys volleyball stream. Banner advertisement displayed during video playback.
• JRI InsuranceminorGTM or Marketing PartnerSponsor advertisement displayed during Cedar High School video streams.
• Brian Head ResortminorGTM or Marketing PartnerSponsor advertisement displayed on Cedar High School channel page.
• CV PediatricminorGTM or Marketing PartnerSponsor advertisement displayed on Cedar High School channel page.
• WebsterminorGTM or Marketing PartnerBanner advertisement sponsor during Cedar vs Hurricane volleyball stream.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• BallerTV: BallerTV is a live streaming platform focused on youth and amateur sports, providing free and paid broadcasts of games, tournaments, and showcases. It is a direct peer due to its overlapping mission of streaming amateur sports (including high school and youth competitions) to families and recruiters.
• Hudl: Hudl is a leading athletic video and data platform serving high schools, clubs, and colleges, offering game film, statistics, and live streaming tools. It is a direct peer because it supplies the same core product (live streams and archives of high school sports) to the same customer base (high school athletic programs).
• GameChanger: GameChanger (owned by Dick's Sporting Goods) provides live scoring, streaming, and team management for youth, high school, and amateur sports. It is a direct peer because it offers live streaming and video highlights of high school and youth games to the same audience of families and coaches.

Emerging players

• Local Now: Local Now is a free ad-supported streaming service offering local news, weather, and sports content across U.S. markets. It is a comparable emerging player in the local free ad-supported streaming category, with overlapping sports content and a similar reliance on local advertisers.
• Scorebird: Scorebird is a high school sports live scoring and streaming platform that delivers real-time scores, video, and notifications to fans. It is a comparable emerging player focused on the same high school sports live-streaming category with a freemium model.
• ScoreStream: ScoreStream is a crowdsourced, local sports scoring and content platform covering high school and amateur athletics. It is an emerging peer that addresses the same audience (high school sports fans) but focuses on scores and user-generated content rather than live video streaming.

Broad incumbents

• NFHS Network: NFHS Network is the dominant national subscription streaming platform for high school sports, operated by PlayOn Sports in partnership with the National Federation of State High School Associations. It directly competes with Varsity Sports TV for high school streaming rights and viewership, though at a national scale and with a paid SVOD model.
• PlayOn Sports: PlayOn Sports powers the NFHS Network and other regional high school sports streaming properties, providing technology and rights infrastructure for state associations. It is a broad incumbent peer in the same niche but operates as a B2B technology provider rather than a direct consumer brand.
• Stadium Network: Stadium is a free ad-supported sports streaming network offering live and on-demand college and high school sports content alongside other sports programming. It is a broad incumbent peer in the sports streaming space, though with a much wider content portfolio than Varsity Sports TV's high school focus.

Others

• Pixellot: Pixellot provides automated, AI-powered sports video capture and streaming solutions for schools, clubs, and leagues, including high school athletics. It is an ecosystem peer supplying the underlying capture/streaming technology that Varsity Sports TV's school partners may use to feed content into the platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/varsitysportstv
• LinkedInlinkedin.com/company/varsity-sports-tv

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Varsity Sports TV