Louisville Sports Commission

What Louisville Sports Commission does

The Louisville Sports Commission (LSC) is a 501(c)(3) nonprofit organization founded in 1999 and headquartered at One Riverfront Plaza in Louisville, Kentucky, with a staff of 1-10 employees. Its core function is to attract, bid for, and host major sporting events - including NCAA championships, professional competitions, IRONMAN, UFC, and the 2028 U.S. Olympic Team Trials - Gymnastics (Gymnastics City USA 2028) - while operating a year-round calendar of owned events, award programs, and youth sports access initiatives. LSC operates the Kentucky Sports Hall of Fame (founded 1963, operated by LSC since 2018) and produces the Paul Hornung Award (most versatile player in major college football, presented by Texas Roadhouse since 2011) and the Howard Schnellenberger MVP Award (UofL vs. UK Governor's Cup). The Louisville Active umbrella delivers youth programs - Kids Finish First, Playing it Forward, Sports Fun(d), and We Play - that have served thousands of children in marginalized Louisville neighborhoods since 2012. Revenue is generated through tiered corporate sponsorships (Hall of Fame $15,000+, All American $5,000-$14,999, MVP up to $4,999), event registration fees across races and competitions, and the annual Golden Ticket raffle (350 tickets at $100 each, with 100% of proceeds funding youth sports). The organization is governed by a Board of Directors with annually elected officers and led by President & CEO Greg Fante, with a Chief Revenue Officer (Julie Howell) directly owning enterprise sponsorship sales. The business is a sponsor- and event-driven nonprofit with no technology product, AI capability, or funded growth runway; its competitive position rests on Louisville's 150+ year Kentucky Derby brand heritage, premier venue infrastructure (KFC Yum! Center, Kentucky Expo Center, Churchill Downs), and a diversified sponsor ecosystem spanning healthcare, banking, consumer brands, tourism, and government.

Name

Louisville Sports Commission

Legal name

Louisville Sports Commission

Website

https://louisvillesports.org

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

The Louisville Sports Commission is a 501(c)(3) nonprofit that bids for and hosts major sporting events in Louisville, Kentucky, and operates youth sports access programs (Louisville Active) for underserved neighborhoods across the region.

Ownership category

akta.pro rank

Product category

Sports Event Management

NAICS

Other Spectator Sports (711219), Spectator Sports (71121)

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

Collegiate Athletic Conferences & Associations (MPAKACAA), Sport-Specific Amateur Leagues & Circuits (Non-Professional) (MPAKACAJ)

Keywords

• Sports event management
• Community sports programs
• Athletic recognition awards
• Destination event hosting
• Youth sports initiatives

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Corporate Sponsorships: Corporate partners pay to sponsor events and programs at Hall of Fame ($15,000+), All American ($5,000–$14,999), and MVP (up to $4,999) tiers, providing financial and in-kind support in exchange for brand exposure and association with sports events.
2. Golden Ticket Raffle: Annual raffle selling 350 tickets at $100 each, with 100% of proceeds directed to youth sports initiatives. The winner receives tickets to premier sporting events throughout the year.
3. Event Registration Fees: Registration fees from owned events including the Urban Bourbon Half Marathon & 5K, Louisville Corporate Games, Cross Country Classic, and other races and sports competitions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The Louisville Sports Commission is a 501(c)(3) nonprofit organization that attracts, creates, and supports sporting events and active-lifestyle programs in Louisville, Kentucky. It operates signature road races, corporate athletic competitions, athlete recognition awards, a sports hall of fame, youth and community play initiatives, and a fundraising raffle.

Product overview

Louisville Sports Commission is a 501(c)(3) non-profit organization that operates as a sports events and destination management organization rather than a technology company. Its core offerings consist of: (1) Sports event hosting and management including the Urban Bourbon Half Marathon & 5K, Louisville Corporate Games, Louisville Pure Tap 5K, Cross Country Classic, and various other running and sporting events; (2) Recognition and award programs including the Howard Schnellenberger MVP Award, Paul Hornung Award (most versatile college football player), and Kentucky Sports Hall of Fame; (3) Youth development initiatives under the Louisville Active umbrella including Kids Finish First, Playing it Forward, Sports Fun(d), and We Play programs; and (4) Major event hosting such as Gymnastics City USA 2028 for the U.S. Olympic Team Trials. The organization functions as a community-facing non-profit focused on economic and social vitality through sports.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Gymnastics City USA 2028 is expected to draw 200,000+ visitors and 6,500+ participants over 15 days (June 5–19, 2028)
• +5 more outcomes

Named customers8 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• USA GymnasticsflagshipStrategic or Co-development Partner · 15 April 2026USA Gymnastics partnered with LSC to deliver Gymnastics City USA 2028 — a 15-day celebration of gymnastics culminating in the 2028 U.S. Olympic Team Trials at KFC Yum! Center (June 16–19, 2028). LSC leads the local organizing committee (Louisville 2028) working alongside USA Gymnastics, state and local stakeholders, and venue partners to plan and execute the event. Gymnastics City USA 2024 (Minneapolis) drew 200,000 visitors and $75M economic impact; Louisville anticipates similar scale.
• U.S. Olympic & Paralympic Committee (USOPC)coreStrategic or Co-development Partner · 15 April 2026USOPC oversees the Olympic Trials process and is the governing body that sanctions the U.S. Olympic Team Trials – Gymnastics. LSC works with USOPC as part of the USA Gymnastics partnership to deliver the Olympic Trials in Louisville.
• Hillerich & Bradsby Co. (Louisville Slugger)flagshipGTM or Marketing PartnerHillerich Family, owners of Hillerich & Bradsby Co. (creator of Louisville Slugger), named presenting sponsor of the Kentucky Sports Hall of Fame in June 2026. Sixth-generation family member Andrew Clark serves on the LSC Executive Committee and chairs the Strategic Planning Committee. H&B brings 170 years of community commitment and is inducted into the Kentucky Sports Hall of Fame (2006).
• Texas RoadhouseflagshipGTM or Marketing PartnerLouisville-based Texas Roadhouse has been the presenting sponsor of the Paul Hornung Award since 2011, powering fan voting and supporting the annual award banquet. The award is presented to the most versatile player in major college football and is affiliated with the National College Football Awards Association (NCFAA).
• Norton Healthcare (Norton Sports Health)coreGTM or Marketing PartnerNorton Sports Health is a Hall of Fame tier sponsor and presenting sponsor of the Norton Sports Health Great Pumpkin 10K. Provides sports medicine support at events. Dr. Steve Hester, SVP and Chief Clinical & Strategy Officer of Norton Healthcare, was elected Chairman of the LSC Board in June 2026.
• Louisville TourismcoreGTM or Marketing PartnerLouisville Tourism (President & CEO Cleo Battle) is a Hall of Fame tier sponsor and strategic partner in promoting visitor impact and economic benefit of major sports events. Actively promotes LSC events as tourism drivers.
• Kentucky LotterycoreGTM or Marketing PartnerKentucky Lottery is a presenting sponsor of the Kentucky Sports Hall of Fame ('Kentucky Athletic Hall of Fame fueled by the Kentucky Lottery'). Also sponsors various LSC events. Tom Delacacenserie, CEO of Kentucky Lottery, served on the LSC Board.
• Kentucky VenuescoreStrategic or Co-development PartnerKentucky Venues is a Hall of Fame tier sponsor and its President Michael Poynter serves on the LSC Executive Committee. Kentucky Venues oversees the Kentucky Expo Center and other state convention facilities critical to hosting large-scale sports events.
• Louisville Water CompanycoreGTM or Marketing PartnerLouisville Water Company is a Hall of Fame tier sponsor and presenting sponsor of the Louisville Pure Tap 5K. Provides race support and is associated with the water-themed race course at the Louisville Water Tower.
• HumanaminorGTM or Marketing PartnerAll American tier sponsor; presenting sponsor of the Louisville Corporate Games in multiple years. Health-focused branding aligns with LSC's active lifestyle mission.
• YMCA of Greater LouisvillecoreStrategic or Co-development PartnerYMCA is a key partner in youth programming. Launched Kids Finish First in 2012 as a pilot with LSC; youth from YMCA participate in the program annually. Gary Cobbs (YMCA) was elected to the LSC Board in June 2026.
• Louisville Metro ParkscoreStrategic or Co-development PartnerLouisville Metro Parks partners on venue access (Joe Creason Park cyclocross course, E.P. 'Tom' Sawyer State Park cross country courses, The Parklands of Floyds Fork for running events) and co-programs We Play field day events.
• KFC Yum! Center / Legends GlobalflagshipStrategic or Co-development PartnerKFC Yum! Center (managed by Legends Global; GM Eric Granger serves as LSC Vice Chair) is the anchor venue for Gymnastics City USA 2028 Olympic Trials and numerous major events. Its 22,000+ capacity makes it a premier sports arena in the region.
• Kentucky International Convention Center (KICC)coreStrategic or Co-development PartnerKICC anchors the non-competition events of Gymnastics City USA 2028, hosting developmental USA Gymnastics Championships, XCelebration, USAG National Congress & Trade Show, and Gymnastics For All Gymfest.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• USA Track & Field (USATF): National governing body that sanctions many of the amateur running and track events LSC hosts (e.g., Cross Country Classic) and is a partner or counterpart organization rather than a direct competitor. Useful comparable for rights-holder relationships.
• USA Gymnastics: National governing body partnering with LSC on Gymnastics City USA 2028. Comparable as a federation counterpart rather than a competitor, but the closest partner for understanding the rights-holder pipeline that drives LSC's event pipeline.

Direct peers

• Nashville Sports Council: Regional sports commission that bids for NCAA championships, SEC events, and amateur sports, with a community youth program portfolio and tiered corporate sponsorship model analogous to LSC.
• NYC Sports Commission (City of New York): Mayor's Office-affiliated NYC sports commission that bids for marquee events and partners with national governing bodies; same sports-commission playbook but in a larger, more competitive market.
• Indiana Sports Corp (formerly Indianapolis Sports Corp): Indianapolis-based nonprofit sports commission that bids for and hosts major amateur and professional sporting events (NCAA Final Fours, Big Ten championships, NFL Combine). Direct functional peer to LSC in scale, structure, and economic-impact mission.
• Atlanta Sports Council: Metro Atlanta chamber-affiliated sports council that recruits major sporting events (College Football Playoff, Super Bowl, NCAA) and operates youth/community initiatives; comparable mission and event-hosting playbook.
• Boston Sports Commission: Greater Boston Chamber of Commerce-affiliated sports commission that markets Boston as a host for NCAA championships, marathons, and signature amateur events. Directly comparable sports commission structure.
• San Diego Sports Commission (Sports San Diego): Regional nonprofit sports commission recruiting NCAA, Olympic, and amateur championships to San Diego; comparable funding model and youth/community program emphasis.
• Greater Cleveland Sports Commission: Mid-size nonprofit sports commission running a similar mix of amateur event bids, owned youth programs, and corporate sponsorship tiers. Directly comparable in headcount and revenue model.
• Minnesota Sports & Events: St. Paul-based nonprofit sports commission that previously hosted Gymnastics City USA 2024 (the event Louisville is now hosting in 2028) and runs Final Four, Super Bowl, and amateur event bids. Closest comparable on size, geography, and amateur-sport focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/SportsinLou
• Facebookfacebook.com/louisvillesportscommission
• LinkedInlinkedin.com/company/louisville-sports-commission

Revenue estimate

Valuation estimate

Number of profiles

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 Louisville Sports Commission