Pride and Sports

What Pride and Sports does

Stichting Pride and Sports is a Dutch non-profit foundation established in 1998 in connection with the Gay Games Amsterdam 1998, operating as the national umbrella organization for LGBTQIA+ athletes and inclusive sports clubs in the Netherlands. The organization is registered in Amsterdam, holds ANBI (Algemeen Nut Beogende Instelling) public-benefit status with the Dutch Tax Authority, and is currently run by volunteers with no disclosed paid staff while simultaneously hiring for five new roles. Its mission is to inspire athletes, trainers, and administrators to build safe and inclusive sporting environments for LGBTQIA+ participants.

The product surface is a platform-plus-modules architecture anchored by a free online Club Finder tool that indexes inclusive sports clubs nationwide, a Discord community server with topic channels (Urban Sports, Fitness, Dance, Events, Community Chat), and a website that hosts an event calendar, content dossiers by sport, downloadable toolkits and e-learnings, and a Scriptie Bank academic thesis repository. Signature programs include the annual Pride Run Amsterdam (5/10/15 km, business team, and walk distances), Queer Sport Social, Pedal for Pride cycling, Proud Strides Run, the Mini-congres "Sport of Strijd?", and organization of Team Netherlands for the Gay Games XII Valencia 2026. An online shop sells branded merchandise. Distribution is digital self-service for tools and content, plus event-based and ambassador-network delivery for in-person programming.

Revenue is generated from individual donations (one-time and the recently introduced "Vriend van" recurring-giving program requiring a 5-year written commitment), corporate sponsorships (tax-deductible as business expenses), and merchandise sales. Most community events are free or donation-based; ticketed events range from €1.02 suggested donations to €90 for full-day golf. The organization serves three distinct segments — LGBTQIA+ athletes and individuals, sports clubs/federations/associations seeking inclusion support, and corporate sponsors — and pairs service delivery with policy advocacy targeting the IOC, NOC*NSF, KNVB, and other governing bodies on transgender and intersex athlete inclusion. Operational integrations are limited to MailChimp, Eventbrite, Discord, and Microsoft Forms.

Name

Pride and Sports

Legal name

Stichting Pride and Sports

Website

https://prideandsports.nl

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Stichting Pride and Sports is a Dutch non-profit foundation (founded 1998) that operates as the national umbrella for LGBTQIA+ athletes in the Netherlands, delivering a Club Finder, Discord community, toolkits, ambassador network, and signature events while advocating for inclusive sports policy.

Ownership category

akta.pro rank

Product category

LGBTQIA+ Sports Community Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Sports Teams and Clubs (711211), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

akta.pro secondary industries

Amateur & Grassroots Tournament Organizers (MPAKADAH), Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• LGBTQIA+ sports community
• Inclusive sports clubs
• Queer sports events
• Athlete inclusion advocacy
• Sports diversity workshops

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and periodic giving: Individual donors support the organization through one-time or periodic (monthly/annual) donations. Pride and Sports is an ANBI (Algemeen Nut Beogende Instelling), making donations tax-deductible for Dutch taxpayers. The organization also accepts legacy bequests (nalaten).
2. Sponsoring and corporate partnerships: Companies sponsor Pride and Sports in exchange for brand visibility, logo placement, and communication exposure. Corporate sponsorship payments are treated as business expenses and are deductible from profit.
3. Merchandise sales: An online shop sells branded merchandise including Pride-themed apparel (T-shirts, hoodies, shorts, bras), cycling gear, drink bottles, and event-specific items such as Gay Games Team Netherlands merchandise.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Pride and Sports operates as the national Dutch sports umbrella for LGBTQIA+ athletes, connecting individuals with inclusive sports clubs via a Club Finder tool, organizing community sports events such as Pride Run Amsterdam and Queer Sport Social, and delivering inclusion workshops, toolkits, and e-learnings to sports clubs and federations. The organization also runs an online Discord community, a network of 100+ athlete ambassadors, a Scriptie Bank of academic research, a Discriminatie Meldpunt reporting channel, and a branded merchandise shop, all under a non-profit foundation structure with ANBI status.

Product overview

Pride and Sports is a Dutch non-profit organization serving as a national sports umbrella for LGBTQIA+ athletes and sports organizations. The organization operates as a platform-plus-modules architecture with a Club Finder as its core discovery tool, supported by an online Discord community. Key service modules include workshops and toolkits for creating inclusive sporting environments, an Ambassador Program featuring LGBTQ+ athletes, educational resources through the Scriptie Bank, advocacy via the Discriminatie Meldpunt (discrimination reporting), and impact measurement through Social Handprint Meting. The organization also organizes signature events including Pride Run Amsterdam, Pedal for Pride cycling, Proud Strides Run, Queer Sport Social, and the Mini-congres 'Sport of Strijd?' conference. A branded merchandise shop operates as a sub-brand. The platform connects LGBTQIA+ sports enthusiasts with clubs, provides educational resources for organizations, and advocates for inclusive sports policies.

Differentiator

Problem solved

Functional benefit

Products and services

• Club Finder Free online searchable directory of LGBTQIA+-friendly sports clubs across the Netherlands, filterable by sport and region, designed to help queer individuals find inclusive sporting communities.
• Online Community (Discord Server) Free digital community platform with topic-specific channels (Urban Sports, Fitness, Dansen, Evenementen, Community Chat) enabling ongoing LGBTQIA+ sports enthusiast engagement between events.
• Workshops and Toolkits Educational resources including workshops, downloadable toolkits, and e-learnings designed to help sports clubs, federations, and organizations create inclusive and safe sporting environments for LGBTQIA+ participants.
• Pride and Sports Shop E-commerce platform selling branded merchandise including Pride-themed apparel (T-shirts, hoodies, shorts, bras), cycling gear, drink bottles, and event-specific items such as Gay Games Team Netherlands merchandise.
• Pride Run Amsterdam Annual running event during Amsterdam Pride featuring 5 km, 10 km, and 15 km distances plus walking options, organized in collaboration with Rainbow Athletics Amsterdam for LGBTQIA+ athletes and allies.
• Queer Sport Social (QSS) Recurring free sports social event bringing together queer athletes and allies for multi-sport activities, workshops, and community building during Pride celebrations.
• Pedal for Pride Annual Pride Month cycling event with multiple route options (city rides through 60 km social rides) raising awareness and celebrating Pride through organized bike rides in Amsterdam.
• Proud Strides Run Biweekly community running group initiative organized through various Amsterdam locations, promoting fitness and social connection among LGBTQIA+ individuals, attracting approximately 30 participants per event.
• Mini-congres "Sport of Strijd?" Mini-conference addressing gender and sex debates in sports, featuring expert discussions on policy, misinformation, and the lived experiences of transgender, non-binary, and intersex athletes.

Quantifiable outcome

• €9.77 societal impact value generated per €1 invested
• +3 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Inclusive CombatcoreStrategic or Co-development PartnerInclusive Combat is an LGBTQIA+ martial arts initiative organized by Luis Benavides, hosting BJJ and self-defense workshops in Amsterdam. Pride and Sports is a formal partner in this initiative, providing promotional support and alignment with its mission to create safe sporting spaces for the queer community.
• Sport & Rights AlliancecoreStrategic or Co-development PartnerInternational coalition of human rights organizations and athletes advocating against exclusionary IOC policies on transgender and intersex athletes. Pride and Sports co-signed the joint statement demanding the IOC halt universal genetic sex testing and blanket bans.
• ILGA WorldcoreStrategic or Co-development PartnerInternational LGBTQIA+ association governing body; co-organizer of the joint statement with Sport & Rights Alliance and Pride and Sports against IOC exclusionary policy proposals.
• Humans of SportcoreStrategic or Co-development PartnerHuman rights in sport advocacy group; partnered with Pride and Sports, Sport & Rights Alliance, and ILGA World in the joint statement campaign against the IOC's proposed genetic testing and blanket ban on trans/intersex athletes.
• World Pride Amsterdam 2026coreGTM or Marketing PartnerPride and Sports is an official partner for World Pride Amsterdam 2026, organizing the sport program during the event including the Queer Sport Social, gymnastics workshop, Pride Run, and other sporting activities.
• Gay Games Team Netherlands (Gay Games XII Valencia 2026)coreGTM or Marketing PartnerPride and Sports organizes and coordinates Team Netherlands for Gay Games XII Valencia 2026, recruiting LGBTQIA+ athletes across the Netherlands to compete as a national team at the international event.
• Triple X GymnasticsminorStrategic or Co-development PartnerAmsterdam-based gymnastics club with an inclusive approach to gender diversity (home to Remi Caris, the first non-binary gymnast to compete in men's gymnastics in the Netherlands). Co-organizes gymnastics workshops during Pride events.
• Turnz Amsterdam GymnasticsminorStrategic or Co-development PartnerGymnastics club hosting Pride and Sports gymnastics workshops during World Pride Amsterdam 2026. Venue partner providing facilities for inclusive gymnastics programming.
• Rainbow Athletics AmsterdamcoreStrategic or Co-development PartnerOrganizer of the Amsterdam Pride Run (27th edition in 2026). Pride and Sports supports promotion and programming. Also organizes 5 km, 10 km, 15 km runs, business runs, and walks during World Pride Amsterdam 2026.
• Gay Swim AmsterdamcoreStrategic or Co-development PartnerLGBTQIA+ swimming organization in Amsterdam; co-organizes LoveSwim events with Pride and Sports. LoveSwim 2025 featured swimming competitions in the Amstel with entertainment, food, and a collaboration with the Aidsfonds.
• Upstream AmsterdamcoreStrategic or Co-development PartnerLGBTQIA+ swimming club organizing the biennial Valentine Tournament (recognized by KNZB and FINA). Pride and Sports features this event as part of its activity calendar. Attracts hundreds of participants from the Netherlands and abroad.
• Smashing Pink (Queer Tennis Amsterdam)coreStrategic or Co-development PartnerLGBTQIA+ tennis club in Amsterdam organizing Queer Pride Toss and Queer Dubbel Tournament during Pride Amsterdam. Pride and Sports co-promotes these events and facilitates joint programming with We Are Queer Gym.
• Rotterdam Roller Derby (Harbour Honeys)minorStrategic or Co-development PartnerRotterdam-based roller derby league where ambassador Veer Vesper Visser plays as a jammer for the Harbour Honeys A-team. Pride and Sports highlights roller derby as a model of radical inclusivity for trans and non-binary athletes.
• Amsterdam WindsurfingminorStrategic or Co-development PartnerWindsurfing club organizing Pride-themed windsurf clinics in partnership with Pride and Sports. Co-hosted the Meet, Greet and Surf clinic featuring ambassador Laura van Beckhoven.
• Handboogschutterij PijlsnelminorStrategic or Co-development PartnerArchery club in Landsmeer organizing a Pride introductory archery clinic in partnership with Pride and Sports. Free participation, teaches basics of archery over two hours.
• CrossFit ZeeburgminorStrategic or Co-development PartnerCrossFit gym in Amsterdam organizing the annual Sweat for Pride event. Pride and Sports is the designated charity beneficiary; proceeds support safe sporting spaces for LGBTQIA+ athletes.
• Rainbow Bridge Amsterdam (formerly Gay Forcing)minorStrategic or Co-development PartnerNetherlands' first and only LGBTQIA+ bridge club (90+ members, founded 1997). Pride and Sports features the annual Pride Drive event. Renamed from Gay Forcing to Rainbow Bridge Amsterdam in 2025.
• NOC*NSFminorOthersDutch Olympic Committee | National Sports Federation. Pride and Sports is actively advocating against NOC*NSF's 2025 guidance on transgender athlete participation, which the organization considers discriminatory and scientifically flawed.
• Dutch Rugby Bond (rugby bond)minorStrategic or Co-development PartnerDutch Rugby Federation published an inclusive policy for transgender women's participation in grassroots rugby, two days before NOC*NSF's restrictive guidance. Praised by Pride and Sports as a model of nuanced, evidence-based inclusion.
• Queer WheelsminorStrategic or Co-development PartnerLGBTQIA+ cycling group organizing Pedal for Pride rides during Pride Month. Pride and Sports promotes the annual cycling event as part of its activity calendar. Multiple route options from city rides to 60 km fast social rides.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Stonewall UK: The UK's leading LGBTQIA+ rights charity, working across workplace, education, sport, and broader policy domains. A larger incumbent with overlapping inclusion advocacy and toolkit/training offerings but operating across all LGBTQIA+ domains rather than focusing on sport specifically.
• ILGA World: The international federation of national and local LGBTQIA+ organizations, coordinating advocacy and rights work globally. Pride and Sports is a partner through joint statements; ILGA operates at much larger international scale with a broader mandate beyond sport.
• COC Nederland: The Dutch national LGBTQIA+ advocacy organization, with a broader remit across social, political, and cultural issues. Operates in the same Dutch LGBTQIA+ advocacy space as Pride and Sports but at a larger scale and with broader thematic coverage beyond sport.

Direct peers

• Federation of Gay Games (FGG): The international governing body for the Gay Games multi-sport event, Pride and Sports coordinates Team Netherlands for Gay Games XII Valencia 2026. Both organizations occupy the same niche of organizing LGBTQIA+ multi-sport events and athlete representation.
• Outsports: A media platform chronicling LGBTQIA+ participation in sports, with a focus on visibility, athlete storytelling, and community-building. Comparable in mission to amplify LGBTQIA+ athletes and create inclusive sports culture, primarily serving as a content/community hub rather than event organizer.
• Athlete Ally: A US-based nonprofit that advocates for LGBTQIA+ inclusion in sport, working with athletes, sport governing bodies, and educational institutions. Directly comparable to Pride and Sports' advocacy and ambassador-program approach, but operating in the North American market.
• EGLSF (European Gay & Lesbian Sport Federation): The pan-European umbrella federation coordinating LGBTQIA+ sports clubs across Europe, directly comparable to Pride and Sports' national umbrella role for the Netherlands. Both focus on creating inclusive sporting environments for LGBTQIA+ athletes at a supranational/national level.
• Sport & Rights Alliance: An international coalition advocating for human rights in sport, including LGBTQIA+ inclusion; Pride and Sports is a co-signatory on joint statements. Comparable in advocacy focus and federation-level policy engagement but operates as a coalition rather than a national community organization.
• Pride Sports UK: The UK's leading LGBTQIA+ sports organization, operating as a national umbrella providing LGBTQ+ friendly sports club listings, training, and events — a near-identical operating model to Pride and Sports in a different national market.

Emerging players

• Gay and Lesbian Tennis Alliance (GLTA): An international network of LGBTQIA+ tennis players and clubs, comparable to Pride and Sports' ambassador-and-club-network model but focused exclusively on tennis as a sport discipline.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/i/flow/login?redirect_after_login=%2Fprideandsports
• Facebookfacebook.com/prideandsports
• Instagraminstagram.com/prideandsports
• LinkedInlinkedin.com/company/prideandsports

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Pride and Sports