Aser, a global investment company focused on the media and sport sectors, has made an equity investment in Whistle Sports, a digital media network which targets the youth market.
Under the agreement, Aser will lead the ongoing Series D funding round for Whistle Sports. The round, which is currently worth in excess of $28m (€23.7m), includes investments from new and existing investors, including US mass media company Liberty Media, US private investment firm Emil Capital and new media and technology company WndrCo.
Aser founder and chairman, Andrea Radrizzani, has also joined the Whistle Sports board of directors. Aser and its subsidiaries, including international sports broadcaster Eleven Sports, will seek to leverage Whistle Sports’ track record in disrupting traditional sports consumption through innovative social and digital content.
In particular, the partnership will focus on exploring insights and ideas for new offerings and services beyond live for audiences in key markets. Whistle Sports will also assist Aser and its portfolio companies to deliver a new form of storytelling combining sports, humour, entertainment and pop culture.
Radrizzani said: “Whistle Sports and their highly influential content creation partners have a proven track record of connecting brands, including some of the biggest names in sport such as NFL, MLB and Nascar, with hard-to-reach younger audiences.
“This is more than just an investment. It is an innovative collaboration with a leader in social content creation and distribution that will help Aser’s portfolio to engage these young audiences by creating fun, relatable content that today’s fans love to watch and share.”
The investment has been led by Aser Capital, Aser’s merchant banking arm.