InCrowd completes £1.65m funding round to invest in mobile sports app technology

Mobile fan engagement and sports marketing company InCrowd has completed a £1.65m funding round, led by Albion Ventures LLP alongside Sky and a number of angel investors. The company, which develops mobile apps for professional sports clubs, is underpinned by the unique technology developed by in-stadia connectivity specialists TribeHive.

The TribeHive technology, which shares mobile connectivity across devices in high-density crowds, was originally trialled at Brighton and Hove Albion's American Express Community Stadium during the 2013/14 Football League season. Over the next two seasons, it was adopted by 10 league clubs, before the company joined in the formation of InCrowd in November 2015.

Read our 'Member Story' about the development of TribeHive here.

The InCrowd management team is led by Aidan Cooney, founder of the sports data company Opta. The team is made up of executives and staff from Opta and IMG, with technical expertise delivered by the former TribeHive team. The company's apps contain real-time content, match analysis and interactive fan games which directly engage sport's most committed fans. The funding raised will be used to invest in further technology to create digital sponsorship rights for clubs and leagues.

"We are delighted to be working with Aidan again after our successful time together with Opta," said Ed Lascelles, Partner at Albion Ventures. "He and his team at InCrowd have a huge opportunity to transform and enrich fans' experience at live sports events, while at the same time offering rights holders and brands hyper-targeted access to a large and valuable market."

"This is the latest in a series of Sky investments in pioneering technology companies, which we know bring real benefits to customers," said Emma Lloyd, Director of Corporate Development and Strategic Investments at Sky. "We're really looking forward to working with InCrowd, a company that shares our passion for innovation, and for finding new and exciting ways to deliver content."

It was announced today that InCrowd has been shortlisted for the Cutting Edge Sport Award at the upcoming BT Sport Industry Awards. The category, which features competition from the likes of the FIA Formula E Championship and Hawk-Eye SMART Replay Technology, is designed to recognise the most innovative applications of technology to improve sporting experiences around the world.