UK pay-television broadcaster Sky has invested in UK-based mobile fan engagement and sports marketing company InCrowd.
Sky has invested £300,000 (€395,000/$427,500) alongside a number of angel investors as part of a £1.65m funding round led by venture capital investor Albion Ventures LLP.
InCrowd, formed by the team behind leading sports data company Opta, specialises in developing mobile apps, offering real-time content, match analysis and interactive games.
InCrowd currently works with 10 football clubs in the UK, including English Premier League team Watford, and will be investing heavily in technology to create digital sponsorship rights for clubs and leagues.
Sky Sports will work with InCrowd to explore new ways of delivering the best content to sports fans. Sky, which offers connectivity to thousands of venues around the country through its Wi-Fi business, The Cloud, will also work with InCrowd to develop in-stadia connectivity.
The investment in InCrowd follows a series of Sky partnerships with technology companies in the US, including online sports network Whistle Sports, IP streaming service provider Roku and cinematic virtual reality company Jaunt.