InCrowd Sports, a London, UK-based mobile fan engagement and sports marketing company, raised £1.65m in funding.
Backers included Albion Ventures, Sky and a number of angel investors.
The company will use the funds to invest in technology to create digital sponsorship rights for clubs and leagues.
Led by Aidan Cooney, who previously set up sports data company Opta (also backed by Albion Ventures), InCrowd develops mobile apps for professional sports clubs, which contain real-time content, match analysis and interactive fan games which directly engage sport’s most committed fans.
The company leverages a technology solution – developed by the team at the University of Sussex – that solves the problem of poor connectivity in crowded places and allows phones to share all available connectivity, rather that compete for it.
InCrowd currently works with 10 football clubs including Middlesbrough and Watford.