About ASG


From our beginning as a one person agency in 1958, Alliance Sports Group has grown to become a full service manufacturers rep organization with 10 representatives covering 21 states from Florida to Maine. We cover our territory as a partnership, working together as a team to reach the goals of our vendors and our own benchmarks.


For over 50 years, Alliance Sports Group has played a key role in the success of some of the sporting goods industry's leading manufacturers. Working together as a partnership, our team truly is an Alliance of professional representatives all with one common goal. Creating market share for our vendors by placing product in the key supply channels and pulling that product through the pipeline with grassroots work at the dealer and consumer level. Our staff has experience in every facet of the industry including manufacturing, wholesale and retail. This experience is critical in the process of moving our product lines through the chain from their inception to the consumer.

  • Icon Dealers

    Independent Dealers

    Whether direct to the dealer or through the distribution channels, Alliance makes sure that your products are constantly in front of the independent dealer network. Product training, in store promotions and new product introductions are just a few ways that ASG helps pull product through the independent dealer channel.

  • Icon Buyers

    Buying Groups

    Alliance supports all of the major buying groups both in the field and at the buying group shows. Face to face time in the stores before and after the shows ensures that your products are given priority over the competition.

  • Icon Retail

    Big Box Retail

    We work very closely with the category buyers and managers at all of the industry's Big Box Retail chains. Whether it is new product training for the counter staff or just keeping you informed of changing trends, Alliance can help you capitalize on this growing segment of the industry.

  • Icon Distributors


    The Alliance team maintains relationships with all of our distributor accounts throughout the territory. We can help you break into the channel for the first time or help manage the growth of your existing business.

Vendors Represented

  • Bullet Weights
  • CZ-USA
  • Ed Cumings, Inc
  • Fishbites
  • Fitec
  • Frogg Toggs
  • O Mustad & Son
  • P Line
  • Savage Gear