California Legion Rugby
California Legion Rugby is a privately held professional rugby franchise competing in Major League Rugby as California's only professional rugby team. It operates a statewide home match schedule across five California venues and generates revenue through ticketing, the Club 24 membership, merchandise, and sponsorships.
- Company typePrivate
- Founded2025
- HeadquartersEl Segundo, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What California Legion Rugby does
California Legion Rugby is a privately held professional rugby franchise operating as California Rugby Group, LLC, headquartered in El Segundo, California. Founded in 2025, the club is the only professional rugby team in California and competes in Major League Rugby, with a statewide home match footprint spanning five venues across Southern and Northern California (San Diego, Irvine, Los Angeles at Wallis Annenberg Stadium, Moraga at St Mary's, and Sacramento). The organization consolidates the legacy of prior California MLR franchises, including the San Diego Legion and Rugby FC Los Angeles, into a single statewide brand positioned ahead of the LA28 Olympics.
The club generates revenue through four primary streams: match ticket sales (single match, season packages, and family pricing under $80 for four); the Club 24 annual membership subscription offering priority ticketing, playoff access, merchandise discounts, and exclusive events; merchandise and lifestyle apparel sold through a Shopify storefront under the 'Worn in California' collection; and sponsorship revenue from major partners including Cedars-Sinai Kerlan-Jobe Institute and Bondi Beer, supplemented by league-level partners such as ESPN (broadcast), Gilbert (balls), Macron Rugby (kit), and CMTS Travel. Distribution is direct-to-consumer via the legion.rugby website, supplemented by ESPN+ streaming and ESPN2 broadcast coverage and on-site match-day sales across the five venues.
The customer base is consumer-facing, targeting California rugby enthusiasts, families seeking affordable sports entertainment, and the collegiate and youth rugby ecosystem. Community development programs including the Legion Community Foundation, Rugby Heroes recognition initiative, and Club and College Rugby support create a vertical player pipeline, evidenced by six Legion players selected for the 2026 USA Eagles Nations Cup roster. The franchise is led by CEO Adam Freier and Head Coach Steve Hoiles, with assistant coaches Dave Clancy and Dave Dennis. Technology infrastructure is built on standard commercial platforms (Shopify, Flicket, Globant) with no disclosed proprietary technology, AI/ML capabilities, or API products.
California Legion Rugby firmographics
Firmographics- Name
- California Legion Rugby
- Legal name
- California Rugby Group, LLC
- Website
- https://legion.rugby
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- California Legion Rugby is a privately held professional rugby franchise competing in Major League Rugby as California's only professional rugby team. It operates a statewide home match schedule across five California venues and generates revenue through ticketing, the Club 24 membership, merchandise, and sponsorships.
- Ownership category
- akta.pro rank
California Legion Rugby industry classification
Industry- Product category
- Professional Sports Entertainment
- NAICS
- Sports Teams and Clubs (711211), Spectator Sports (71121), Other Spectator Sports (711219)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Rugby (Union & League) Leagues (MPAKAAAG)
- akta.pro secondary industries
- Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE), Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)
Keywords
Where California Legion Rugby is headquartered
LocationHeadquarters
- HQ city
- El Segundo
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
California Legion Rugby business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others
Revenue model
- Ticket Sales: Revenue from single match tickets, season tickets, and ticket bundles across five California venues. The club offers various seating packages and premium options.
- Club 24 Membership: Annual membership program offering priority access to benefits, tickets, events, playoff access, merchandise discounts, and exclusive member experiences.
- Merchandise Sales: Online merchandise store (Legion Rugby Shop) selling lifestyle wear and team merchandise through Shopify platform.
- Sponsorship: Partnership revenue from major partners (Cedars-Sinai, Bondi Beer), Legion partners (Midway, Sharp), and broadcast partners (ESPN). Includes branding, hospitality, and activation opportunities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Family match packages under $80 |
| Subscription | Annual | Club 24 Membership with multiple benefits |
| Subscription | Annual | Season ticket packages by seating area |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
California Legion Rugby product offering
Product offeringCore offering
California Legion Rugby operates as California's only professional rugby team in Major League Rugby, providing professional rugby entertainment across five California venues. The organization sells single match tickets, season ticket packages, and Club 24 annual memberships directly to fans, complemented by team-branded merchandise through a Shopify online store, sponsorship activation packages, and community programs connecting collegiate and youth rugby pathways to professional competition.
Product overview
California Legion Rugby is a single unified professional rugby product—a professional sports team competing in Major League Rugby. The offering centers on the team's competitive season, supported by several interconnected service modules: match ticketing (individual and season packages), Club 24 membership program for exclusive benefits, the Legion Team Shop for merchandise, broadcast coverage via ESPN networks, championship travel packages, community programs including the Rugby Heroes recognition initiative, and an internship program. The core product is the MLR team itself, with all other offerings serving as supplementary revenue and engagement streams.
Differentiator
Problem solved
Functional benefit
Products and services
- California Legion Rugby Team California's only professional rugby team competing in Major League Rugby, representing the entire state under one unified banner and providing professional rugby entertainment across five California venues.
- Season Tickets Season ticket packages providing priority access to all home matches, playoff access, parking passes, and exclusive member benefits for the 2026 MLR season.
- Match Tickets Individual match access tickets with various seat types and package options for single game attendance at home matches, priced affordably for families (under $80 for a family of four).
- Club 24 Membership Annual membership program offering priority access to benefits, tickets, and events; includes annual $24 gift or gift voucher, 10% merchandise discount, bundle discounts, playoff access, parking pass, and invitations to member-only experiences with players and coaches.
- Legion Team Shop E-commerce store offering California Legion branded lifestyle wear and merchandise, featuring the 'Worn in California' collection capturing the diversity and energy of the state. Club 24 members receive 10% discount on merchandise.
- Broadcast Coverage Live match broadcasting through ESPN networks including ESPN2, ESPN+, with coverage extending to Canada, UK/Ireland, New Zealand, and other international markets. No local California broadcasters - all matches streamed nationally through ESPN.
- Championship Travel Packages Official travel packages offered through CMTS Travel for championship events, including accommodations, ticket bundles, and fan experiences for fans attending championship matches.
Quantifiable outcome
- Reached MLR Championship Final in inaugural season (2026)
- +2 more outcomes
Companies that use California Legion Rugby
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
California Legion Rugby technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
California Legion Rugby partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered major, legion, core and mlr.
- Cedars-SinaimajorMajor partner and presenter of the Rugby Heroes award program, recognizing local rugby heroes at home games. Cedars-Sinai Kerlan-Jobe Institute partners with the club for community recognition and healthcare alignment.
- Bondi BeermajorMajor partner providing branded beer products at matches and events.
- MidwaylegionCar rental partner for Legion, providing transportation services for the club.
- SharplegionTechnology partner providing document systems and business solutions for the club.
- ESPNcoreNational broadcast partner for MLR, streaming all matches on ESPN+ and broadcasting selected games on ESPN2. Part of league-wide media rights partnership.
- GilbertmlrOfficial ball supplier for Major League Rugby, providing game balls for all matches.
- CMTS TravelmlrOfficial travel partner for MLR, providing travel packages for championship weekend and away match travel for fans.
- FlicketmlrOfficial ticketing and event management platform for Major League Rugby.
- GlobantmlrTechnology partner providing digital and software services for the league.
- Macron RugbymlrOfficial kit and apparel supplier for MLR teams.
- LooseHeadzmlrFoundation partner supporting rugby development and mental health initiatives across the league.
- OnrisemlrPerformance and wellness partner for MLR, supporting player health and recovery.
- VitacostmlrHealth and wellness product partner for Major League Rugby.
Scale indicators5 records
Recent moves8 records
Expansion highlights6 records
California Legion Rugby competitors and assessment
Company assessmentDirect peers
- NOLA Gold: MLR franchise based in New Orleans; comparable professional rugby team operations including matchday, merchandise, and sponsorship revenue.
- Old Glory DC: MLR franchise based in Washington, D.C.; directly comparable as another U.S. professional rugby team with the same league-driven broadcast and sponsorship structure.
- Houston SaberCats: Long-standing MLR franchise and direct league peer; operates the same professional rugby team business model (matchday revenue, sponsorships, merchandise, memberships) in the same league.
- Seattle Seawolves: MLR franchise that California Legion defeated 43-34 in the 2026 semifinal; a direct league peer with comparable ticketing, membership, and merchandise revenue model operating in another major U.S. metro.
- New England Free Jacks: MLR franchise that has been among the league's competitive leaders; directly comparable as another U.S. professional rugby team with similar ticketing, sponsorship, and merchandise revenue streams.
- Chicago Hounds: Major League Rugby franchise that defeated California Legion in the 2026 MLR Championship Final; competes in the same league with the same operational model (tickets, memberships, merchandise, sponsorships) and is the league's top team.
- Dallas Jackals: MLR franchise in Texas; same professional rugby business model with comparable GTM motion around matchday ticketing, sponsorships, and merchandise.
- Austin Gilgronis: MLR franchise in Austin, Texas; comparable professional rugby team operations, ticketing structure, and league-wide partnership ecosystem.
- Miami Sharks: Recent MLR expansion franchise in Miami; comparable as another newer MLR team building out professional rugby operations in a major U.S. market.
- Utah Warriors: MLR franchise based in Salt Lake City; same league peer with comparable professional rugby operations, ticketing, and sponsorship model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
California Legion Rugby social profiles
Digital presenceCalifornia Legion Rugby financial estimates
Financial estimateRevenue estimate
Valuation estimate
California Legion Rugby leadership team
Management profileNumber of profiles
Profiles4 records
California Legion Rugby funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
California Legion Rugby 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 California Legion Rugby
What does California Legion Rugby do?
California Legion Rugby operates as California's only professional rugby team in Major League Rugby, providing professional rugby entertainment across five California venues. The organization sells single match tickets, season ticket packages, and Club 24 annual memberships directly to fans, complemented by team-branded merchandise through a Shopify online store, sponsorship activation packages, and community programs connecting collegiate and youth rugby pathways to professional competition.
Is California Legion Rugby a public or private company?
California Legion Rugby is a private company. It is classified as unknown and is currently operating.
When was California Legion Rugby founded?
California Legion Rugby was founded in 2025. It employs 51 to 100 people.
Where is California Legion Rugby based?
California Legion Rugby is headquartered in El Segundo, United States, in the North America region.
How does California Legion Rugby make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are club 24 Membership, merchandise Sales and sponsorship.
Who are California Legion Rugby's main competitors?
Direct peers on record are NOLA Gold, Old Glory DC, Houston SaberCats, Seattle Seawolves, New England Free Jacks, Chicago Hounds, Dallas Jackals, Austin Gilgronis, Miami Sharks and Utah Warriors.
Does California Legion Rugby have an API?
No public API is recorded for California Legion Rugby.
What industry is California Legion Rugby in?
California Legion Rugby's product category is Professional Sports Entertainment. Its primary akta.pro industry code is MPAKAAAG, Rugby (Union & League) Leagues, with a secondary code of MPAKACAE, Local Amateur Clubs & Community Sports Organizations. Its NAICS code is 711211 and its SIC code is 7997.