Sky invests in sports marketing firm InCrowd

Sky has invested £300,000 (€396,000) in mobile fan engagement and sports marketing company InCrowd.

The firm specialises in mobile apps, real time content, match analysis and interactive games – and provides clubs and rights holders with a direct way to engage with fans.

InCrowd has also developed its own connectivity software that sits within its apps and will work with Sky – which already runs The Cloud public WiFi hotspots – to “develop in-stadia connectivity even further”.

“This is the latest in a series of investments in pioneering technology companies, which we know bring real benefits to customers. We’re really looking forward to working with InCrowd, a company that shares our passion for innovation, and for finding new and exciting ways to deliver content,” said Sky’s director of corporate development and strategic investments, Emma Lloyd.

London and Brighton-based InCrowd was formed last year by the team behind sports data company, Opta, and the deal marks Sky’s latest technology investment.

Last week Sky announced it had invested US$10 million (€9.3 million) in an equity share in programmatic marketing analytics and data management company, DataXu.

It also has also previously struck investment deals with over-the-top video company TV4 Entertainment, online video aggregator Pluto TV, online sports network Whistle Sports, IP streaming service provider Roku and cinematic virtual reality company Jaunt.