BT backs sports startup SeenIt

BT has thrown support behind a London-based video creation startup that aims to help BT Sports “put fans at the heart of sports broadcasting”.

SeenIt won the BT Infinity Lab competition for digital innovators, with a pitch to embed sports fans’ reactions to events during, pre- and post-match.

SeenIt will now receive six months of support from BT’s research and innovation teams and its idea could be trialled by BT Sport. The company will also get six month’s membership to entrepreneur community TechHub.

“I loved the pitch from SeenIt. User Generated Content is not a fad, or a short-lived trend, it’s an integral part of broadcasting live events in the future, and this relationship with BT Sport really does put the viewers at the heart of our content. I’m really excited about it,” said BT Sport presenter Jake Humphrey.

BT launched its startup competition in November to BT find start-ups and entrepreneurs with “innovative digital media and production solutions” that can be used in sports broadcasting.

SeenIt has already previously received backing from BBC Worldwide’s  Labs startup initiative. The firm lets partners launch video-filming campaigns and mobilise smartphone users to co-create content.

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