Soccer Association for Youth

Name

Soccer Association for Youth

Legal name

Soccer Association for Youth

Website

https://saysoccer.org

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Youth Soccer Governance and Recreational League Programs

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Organizations (8600), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Amateur Sport Governing Bodies & Federations (National/Regional) (MPAKACAD)

akta.pro secondary industries

Recreational & Intramural Sports Programs (MPAKACAG), Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE)

Keywords

• Youth soccer programs
• Recreational soccer leagues
• Member soccer organization
• Soccer coaching education
• Soccer referee training

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Registration Fees: SAY generates revenue through per-player registration fees across its programs: First Kicks ($6), Recreational ($11), Premier ($17), and Adult ($21 or $11 depending on source). These fees fund the national organization and member support services.
2. Merchandise Sales: SAY operates an official uniform program and online store powered by Challenger Teamwear, as well as a member resources shop for SAY-specific items, with fulfillment through the SAY National Office.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Soccer Association for Youth (SAY) is a U.S. Soccer affiliated 501c3 non-profit national governing body that organizes and promotes youth recreational and competitive soccer through member organizations across five U.S. regions. Its core offerings include tiered per-player programs—First Kicks ($6), Recreational ($11), Premier ($17), and Adult ($11/$21)—supplemented by ancillary programs (SAY Starters, eSports, Futsal), coaching and referee education, risk management, volunteer screening, general liability insurance, and an official uniform program delivered through an online store.

Product overview

SAY Soccer is a U.S. Soccer affiliated national governing body offering a multi-tiered recreational soccer program portfolio. The core offerings include First Kicks (ages 3-5, $6), Recreational (ages 5+, $11), Premier ($17), Adult ($11), SAY Starters (3U-4U), and Futsal programs. The organization provides supplementary services including Coaching Education (with U.S. Soccer Grassroots courses and Positive Coaching Alliance resources), Referee Education (with online training and testing), and administrative toolkits for member organizations. SAY Shop, powered by Challenger Teamwear, provides official uniforms and equipment. The programs are supported by risk management, volunteer screening, and insurance services, all governed by a National Board of Directors.

Differentiator

Problem solved

Functional benefit

Brands

• First Kicks: Program for ages 3-5 providing affordable soccer environments. Per player fee: $6.
• Recreational
• Premier
• SAY Starters
• eSports

Products and services

• First Kicks Program

Quantifiable outcome

• Guarantees 50% playing time for recreational players
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and supporting.

• Challenger SportscoreStrategic or Co-development PartnerChallenger Sports is a leading provider of high-quality soccer camps and training. SAY announced a new national partnership with Challenger Sports. Challenger Teamwear is also the official goal and equipment provider to SAY, allowing members to purchase soccer goals and equipment directly.
• U.S. Soccer FederationcoreStrategic or Co-development PartnerSAY is a U.S. Soccer affiliated national governing body. SAY supports U.S. Soccer's grassroots coaching pathway and provides a platform for hosting U.S. Soccer on-field Grassroots courses.
• United Soccer CoachescoreStrategic or Co-development PartnerProvides youth organizations and their coaches access to vital educational resources. United Soccer Coaches offers online and on-field coaching education that SAY supports for its members.
• Sports ConnectcoreTechnology or IntegrationSports Connect is the platform used for SAY member registration, admin forms, tournament hosting, and league management. SAY National uses Stack Sports/Sports Connect for its licensing and member management.
• Positive Coaching AlliancesupportingStrategic or Co-development PartnerPCA provides resources for youth sports coaches, parents, administrators and student-athletes to develop Better Athletes, Better People. Both online and in-person sessions can be developed for SAY affiliates.
• Dick's Sporting GoodssupportingGTM or Marketing PartnerCorporate sponsor visible on SAY website, providing potential retail/partnership benefits.
• MLS SoccersupportingGTM or Marketing PartnerMajor League Soccer partnership visible on SAY website as corporate sponsor.
• U.S. Center for SafeSportcoreStrategic or Co-development PartnerThe U.S. Center for SafeSport is an independent nonprofit 501(c)(3) committed to building a sport community where participants can work and learn together free of emotional, physical and sexual abuse and misconduct. SAY requires members with athlete contact to complete SafeSport training.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Little League International: Little League is the leading nonprofit youth sports governing body in the U.S., using a comparable district/charter model with volunteer-led local leagues. SAY's structure and grassroots operating philosophy closely mirror Little League's.
• USA Hockey: USA Hockey is the national governing body for amateur hockey in the U.S., organized through affiliate associations and offering tiered programming. SAY mirrors its amateur federation structure and member-driven operating model.
• U.S. Soccer Federation: The U.S. Soccer Federation is the national governing body of which SAY is an affiliate. It sets grassroots coaching pathways, licensing standards, and the broader competitive framework that SAY operates within.
• Pop Warner Little Scholars: Pop Warner is a national nonprofit youth football and cheer organization using a similar regional/conference volunteer structure. Comparable in scale, member-based governance, and recreational youth sports mission.

Direct peers

• US Youth Soccer: US Youth Soccer is the largest US youth soccer federation organized through state associations, providing both recreational and competitive/travel pathways. Competes with SAY for families and member organizations across the same geographies.
• US Club Soccer: US Club Soccer is a national organization focused on club-based competitive soccer, including the Development Player League and id2 Program. It competes for the same youth soccer market on the competitive side of SAY's Premier tier.
• American Youth Soccer Organization (AYSO): AYSO is the most direct comparable — a national 501c3 youth soccer organization offering recreational and competitive programs with similar volunteer-driven member-region structure. Both organizations emphasize inclusivity and grassroots soccer.

Emerging players

• i9 Sports: i9 Sports is a youth sports league operator offering flag football, soccer, basketball, and other sports in a franchise-style recreational format. It represents the for-profit, professionally-managed alternative to SAY's volunteer-based member organization model.
• US Lacrosse: US Lacrosse is the national governing body for lacrosse in the U.S., similarly organized through regional chapters and offering tiered youth programming. Operates under a comparable nonprofit member-association framework in an adjacent sport.
• Challenger Sports: Challenger Sports is both a strategic partner and adjacent operator providing soccer camps, coaching, and Challenger Teamwear equipment to clubs. It competes in the player-development services space that overlaps SAY's coaching education mission.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-soccer-association-for-youth-usa-say-soccer-

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Soccer Association for Youth