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Football media platform used by Chelsea and Liverpool scores $15m Series D round

4 min read

07 October 2015

Former deputy editor

90min, a London-based football media platform, has scored a $15m Series D round to tackle New York and Germany. The round takes the company's total investment to $39m following its 2011 launch.

Since launching four years ago, 90min has developed a following of 30m unique users a month across Europe, Latin America and South East Asia, with content published in ten languages.

The football-centric media platform delivers up to 500 original pieces of social content – videos, slideshows, polls and more – to keep fans of the sport engaged.

Interestingly, the channel is built with open technology and content is commonly embedded by publishers including the Mail Online, the Independent, Huffington Post and Premier League sites belonging to Chelsea, Liverpool and West Ham.

Of course, tech has been an important component of connecting with fans for football teams in recent months. We saw Manchester United devise an “Xperience Lab” in September – a move that was followed by rival Chelsea just days later.

Elsewhere, Manchester City is working with innovators for ideas to combine sport and tech, while Crystal Palace harnessed the cloud to communicate with players in the summer.

German media group ProSiebenSat.1 led the $15m round with existing investors Battery Ventures, Dawn Capital and Gemini Ventures. As such, the former and 90min will go on to produce a co-branded joint venture to target the German market.

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“We are excited to lead this investment round and partner with one of the world’s largest football content platforms. It is a great strategic fit for our digital sports portfolio and we look forward to establishing 90min as a leading brand in Germany,” said 

Zeljko Karajica, chief officer of sports busines, ProSiebenSat.1.

Read more on the sport and business blend:

In a similar way to the German push, 90min’s new supply of capital will also be used to produce a new American brand to reach US consumers, which will be supported with a New York office opening.

While 90min’s HQ is based in the UK capital, it also has offices in Manilla and Tel Aviv – the latter of which has been hailed as a burning hotspot for startups to thrive.

Asaf Peled, 90min founder and CEO, said: “We are very proud to have a top tier media group like ProSiebenSat.1 join us as a strategic investor and partner, in line with our expansion into video, sports rights and eventually digital TV.

“While 90min has been growing as a consumer brand, teaming up with ProSiebenSat.1 reflects the company’s enhanced focus on strategic media partnerships driven by our open technology platform.”

With media partnerships in mind, publishers and football clubs aren’t the only large household names using 90min either. The firm generates revenue from native, video and social advertising and marketing campaigns with partners that include Nike, Heineken, Paramount and Kia.