Whats Your Team
Whats Your Team is an Australian family-owned licensed sports merchandise retailer (NRL, Rugby Union, Soccer) operating two Queensland retail stores — Redcliffe and Suncorp Stadium — alongside a Shopify e-commerce store serving Australian and international rugby fans.
- Company typePrivate
- Founded-
- HeadquartersRedcliffe, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Whats Your Team does
Whats Your Team (legal entity: WHAT'S YOUR TEAM PTY LTD) is an Australian family-owned specialty retailer of licensed sports merchandise, headquartered in Redcliffe, Queensland. The business sells officially licensed NRL Rugby League, Rugby Union, and Soccer merchandise across two physical retail points — a year-round showroom at 102 Sutton St, Redcliffe and a game-day concession at Suncorp Stadium (Caxton St, Milton) — complemented by a national and international Shopify e-commerce storefront with click-and-collect fulfillment.
The core product range spans event jerseys (including Heritage, Indigenous, Anzac and women's/kids sizes; priced $129.99–$159.99), a curated Retro Range for defunct or historic rugby league clubs (Balmain Tigers, Newtown Jets, Western Suburbs Magpies, South Queensland Crushers, Western Reds), SquishOz plush mascots, novelty items (stubby coolers, keyrings, sports ears), personalised/embroidered merchandise (from $15), gift vouchers, logo and player cutouts, and representative/State of Origin assortments. Underlying technology is a standard Shopify commerce stack with an integrated retail POS, PayPal/Afterpay/Zip Pay payments, and Australia Post shipping integration; no proprietary technology or AI/ML capability is disclosed.
Revenue is generated entirely through transactional direct-to-consumer sales of licensed merchandise and value-added services (personalisation, gift vouchers), shipped domestically and to New Zealand, Asia Pacific, USA, Canada, UK and France. The customer base is segmented horizontally across NRL fans (primary), Rugby Union supporters, and gift buyers. The company is privately held and operated by founders Lou and Cathy Murray, with approximately five employees.
Whats Your Team firmographics
Firmographics- Name
- Whats Your Team
- Legal name
- WHAT'S YOUR TEAM PTY LTD
- Website
- https://whatsyourteam.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Whats Your Team is an Australian family-owned licensed sports merchandise retailer (NRL, Rugby Union, Soccer) operating two Queensland retail stores — Redcliffe and Suncorp Stadium — alongside a Shopify e-commerce store serving Australian and international rugby fans.
- Ownership category
- akta.pro rank
Whats Your Team industry classification
Industry- Product category
- Licensed Sports Merchandise Retail
- NAICS
- Sporting Goods Retailers (459110), Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE)
- akta.pro secondary industries
- Team & School Athletic Uniforms Retail (CRAMACAJ), Rugby Equipment Retail (CRAMAEAI), Sports, Concert & Venue Gift Shops (CRALAJAH)
Keywords
Where Whats Your Team is headquartered
LocationHeadquarters
- HQ city
- Redcliffe
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Whats Your Team business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail merchandise sales: Direct sales of licensed sports merchandise through physical stores and e-commerce. Products include jerseys, apparel, accessories, novelty items, and SquishOz plush toys for NRL, Rugby Union, and Soccer teams.
- Personalisation services: Custom personalisation on jerseys and merchandise items from $15, adding incremental revenue to base product sales.
- Gift vouchers: Sale of gift vouchers for future merchandise purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard merchandise pricing |
| Unit Pricing | Pay-as-you-go | Standard shipping |
| Unit Pricing | Pay-as-you-go | International shipping |
| Unit Pricing | Pay-as-you-go | Personalisation service |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Whats Your Team product offering
Product offeringCore offering
Whats Your Team is an Australian specialty retailer that sells officially licensed sports merchandise for NRL Rugby League, Rugby Union, and Soccer competitions. Its range includes on-field and replica jerseys, supporter apparel, headwear, scarves, plush mascots, and novelty fan items, sold through two physical stores and an online storefront.
Product overview
Whats Your Team is an Australian sports merchandise retailer specializing in licensed NRL Rugby League, Rugby Union, and Soccer merchandise. The core product offering centers on Event Jerseys for current teams featuring Heritage, Indigenous, and Anzac designs, complemented by a Retro Range of vintage merchandise for historic/defunct teams. Supporting product lines include SquishOz plush toys, Novelty Items (stubby coolers, keyrings, pens), Personalised Merchandise customisation services, and Gift Vouchers. The company operates brick-and-mortar stores at Redcliffe and Suncorp Stadium in Queensland, with both online shopping and Click and Collect fulfillment options.
Differentiator
Problem solved
Functional benefit
Products and services
- NRL Rugby League licensed merchandise
- Rugby Union licensed merchandise
- Soccer licensed merchandise
- Plush mascot toys and novelty fan items
- In-store retail at Redcliffe (Dolphin Oval area)
- Second Australian retail store
- Online store with click-and-collect and shipping
Companies that use Whats Your Team
Customer profileSegments3 records
Ideal customer profiles3 records
Whats Your Team technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Whats Your Team partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- NRL (National Rugby League)coreAuthorised licensed retailer of NRL team merchandise. Stocks products for all 17 NRL clubs plus representative teams (Australian Kangaroos, Indigenous All Stars, Maori All Stars, Mate Ma'a Tonga, PNG Kumuls, Toa Samoa).
- Rugby Union TeamscoreLicensed retailer for Rugby Union merchandise including All Blacks, British & Irish Lions, Queensland Reds, and Wallabies.
- Afterpay and Zip PayminorBuy now, pay later payment integration offered both instore and online for customer convenience.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Whats Your Team competitors and assessment
Company assessmentDirect peers
- Mitchell & Ness: Premium throwback and heritage sports apparel brand producing licensed retro jerseys and memorabilia across major leagues. Highly comparable to Whats Your Team's retro range and licensed fan apparel positioning.
- Fanatics: Global leader in licensed sports merchandise with exclusive long-term partnerships with major leagues including the NFL, NBA, MLB, and NHL. Comparable as the dominant scaled licensed sports merchandise retailer and key competitor/threat for licence holders.
- Lids: Largest North American retailer of licensed sports headwear and apparel, operating a network of mall-based and stadium stores plus e-commerce. Directly comparable as a multi-team licensed sports merchandise retailer selling fan apparel and accessories.
- New Era Cap: Official on-field cap supplier for major sports leagues and a major licensee of team headwear and apparel. Comparable on licensed headwear and team-branded merchandise, particularly within retail and stadium channels.
- Canterbury of New Zealand: Heritage rugby apparel brand (now owned by Pentland Brands) producing jerseys, training wear, and supporter merchandise for rugby league and rugby union globally. Comparable on licensed rugby apparel merchandising and rugby-specific product positioning.
Emerging players
- Subculture: Australian streetwear retailer stocking licensed NRL, NBA, and NFL apparel and accessories with a strong Queensland presence. Closely comparable to Whats Your Team on licensed team apparel assortment and target customer.
- Culture Kings: Australian-headquartered premium streetwear and sports-inspired retailer with strong NRL/NBA tie-ins. Comparable on licensed fan apparel and the Australian DTC sports-fashion customer, but with a much broader streetwear assortment and global ambitions.
Regional players
- Pro:Direct Sport: UK-based sports apparel and equipment retailer with deep rugby and football ranges. Comparable as a rugby-focused multi-channel sports merchandise retailer, though primarily serving UK and European customers rather than Australia.
Broad incumbents
- Rebel Sport: Australia's largest sporting goods superstore chain selling apparel, footwear, and equipment across multiple sports. Overlaps with Whats Your Team on licensed team apparel and footwear but operates across a far broader sporting goods assortment.
- JD Sports: Global sports-fashion retailer with a significant Australian presence. Comparable on licensed team apparel and athleisure, but operates as a much broader multi-brand sportswear platform rather than a rugby-league specialist.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Whats Your Team social profiles
Digital presenceWhats Your Team financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whats Your Team leadership team
Management profileNumber of profiles
Profiles2 records
Whats Your Team funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whats Your Team M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Whats Your Team
What does Whats Your Team do?
Whats Your Team is an Australian specialty retailer that sells officially licensed sports merchandise for NRL Rugby League, Rugby Union, and Soccer competitions. Its range includes on-field and replica jerseys, supporter apparel, headwear, scarves, plush mascots, and novelty fan items, sold through two physical stores and an online storefront.
Is Whats Your Team a public or private company?
Whats Your Team is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Whats Your Team founded?
Whats Your Team was founded in -1. It employs 1 to 10 people.
Where is Whats Your Team based?
Whats Your Team is headquartered in Redcliffe, Australia, in the Oceania region.
How does Whats Your Team make money?
Three revenue lines are on record. Retail merchandise sales are the primary driver. The others are personalisation services and gift vouchers.
Who are Whats Your Team's main competitors?
Direct peers on record are Mitchell & Ness, Fanatics, Lids, New Era Cap and Canterbury of New Zealand. Emerging players are Subculture and Culture Kings. Pro:Direct Sport is listed as a regional player. Broad incumbents are Rebel Sport and JD Sports.
Does Whats Your Team have an API?
No public API is recorded for Whats Your Team.
What industry is Whats Your Team in?
Whats Your Team's product category is Licensed Sports Merchandise Retail. Its primary akta.pro industry code is CRAMAOAE, Fan Apparel & Wearables Retail (Licensed), with a secondary code of CRAMACAJ, Team & School Athletic Uniforms Retail. Its NAICS code is 459110 and its SIC code is 5600.