Key Takeaways
- Melbourne-based PlayHQ enters binding agreement to be acquired by California-based Alpine Software Group (ASG), pending regulatory approvals.
- PlayHQ has processed 11 million registrations and fixtured 3.1 million games across nine sports in Australia, New Zealand, UK, and Canada.
- Drake Star completed the three-month transaction process, marking the firm’s 14th sports tech deal.
- CEO Tim MacKinnon and current leadership team will remain under ASG, which has acquired 45+ vertical SaaS companies since 2016 (source: ASG LinkedIn, Crunchbase).
PlayHQ, a Melbourne-based sports technology company serving nine sports across four countries, has entered a binding agreement to be acquired by Alpine Software Group. ASG, based in Walnut Creek, California, is a portfolio company of Alpine Investors that acquires vertical SaaS businesses.
Drake Star acted as exclusive financial advisor to PlayHQ on the transaction, which remains subject to customary regulatory approvals. According to the press release, the firm completed the competitive international process in three months.
PlayHQ’s Current Operations Across Four Countries
PlayHQ operates in Australia, New Zealand, UK, and Canada, serving four of the top five national governing bodies for team sports in Australia, including the AFL, Basketball Australia, Cricket Australia, and Netball Australia. The platform handles registration, payments, competition management, and game-day operations.
The company has processed more than 11 million registrations and scheduled over 3.1 million games. PlayHQ serves nine sports and provides ISO 27001-certified data protection and PCI-compliant payment processing. According to the company’s website, PlayHQ describes itself as “Australia’s only ISO 27001-certified community sports platform.”
In March 2025, PlayHQ acquired TeamPay, Australia’s game-day payment platform. The press release for that transaction stated that 70% of TeamPay’s customers already used PlayHQ. The combined platform now handles both season registrations and pay-per-game formats for casual competitions including mixed netball, adult basketball, AFL9s, touch rugby, and futsal.
ASG’s Vertical SaaS Portfolio and Operating Model
ASG, founded in 2016, acquires vertical SaaS companies and provides operational support while maintaining independent operations. According to ASG’s LinkedIn profile and Crunchbase, the company has acquired 45+ businesses across eight verticals. ASG is headquartered in Walnut Creek, California, and backed by Alpine Investors, a San Francisco private equity firm.
Steve Reardon, CEO of ASG, said in the press release: “PlayHQ is exactly the kind of company we get excited about: modern, well-built software with the architecture to scale, led by a team with deep expertise and a clear vision around how automation can reduce volunteer burden, engage participants and grow participation.”
According to a 2025 article on Alpine Investors’ website, ASG operates by providing acquired companies with shared financial reporting systems, leadership talent, and expertise while measuring each business against standard SaaS metrics including LTV/CAC ratio and the Rule of 40.
Leadership Team Continues Under New Ownership
Tim MacKinnon will continue as CEO with the current leadership team. In the press release, MacKinnon stated: “Working with ASG gives us the support and expertise to scale our impact globally, while staying true to what has made PlayHQ special from the beginning.”
Chairman James Sutherland added: “Now, as an established market leader, this next chapter with ASG gives the team the opportunity to continue scaling globally, innovating, and delivering a digital experience community sport will rely on for the next decade and beyond.”
Drake Star’s Role in Three-Month Transaction Process
Eric Ward, Managing Partner at Drake Star, said in the press release: “This outcome reflects PlayHQ’s market-leading product, exceptional leadership, and the strength of its long-term partnerships across the global sports ecosystem. The transaction followed a highly competitive, international process completed in just three months.”
The deal marks Drake Star’s 14th completed transaction in the sports tech sector and its second advisory mandate for an Australian technology company since 2024. The firm previously advised Envato on its sale to Shutterstock. Drake Star maintains offices in New York, Munich, London, Paris, Los Angeles, San Francisco, Berlin, and Dubai.
Platform Features and Technical Infrastructure
PlayHQ’s platform includes registration management, fixture scheduling, live scoring, compliance tracking, and participant engagement tools. The company offers white-label mobile applications and integrates with payment processors including Stripe, communication tools like Mailchimp, and specialized sports tools such as RefAssist for referee management.
The TeamPay integration added functionality for game-day payments, automated payment tracking, and real-time visibility for clubs and leagues managing casual competition formats. According to PlayHQ’s website, the platform handles automated fixture creation, Working with Children Check verification through PlaySafe, and fundraising tools integrated into registration workflows.
via: Drake Star | PlayHQ
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