InCrowd Sports

Albion has led a £1.65m funding round in the mobile fan engagement and sports marketing company InCrowd Sports (“InCrowd”). Albion Ventures are investing alongside Sky and a number of angel investors.

The management team is led by Aidan Cooney who previously set up the world’s leading sports data company, Opta, also backed by Albion Ventures. He is joined by two former IMG executives and a technology group borne out of the University of Sussex Innovation Centre.

InCrowd develops mobile apps for professional sports clubs underpinned by the unique technology solution developed by the team at the University of Sussex. The technology solves the problem of poor connectivity in crowded places and allows phones to share all available connectivity, rather than compete for it.

InCrowd apps contain real-time content, match analysis and interactive fan games which directly engage sport’s most committed fans. InCrowd currently works with 10 football clubs including Middlesbrough and Watford and will be investing heavily in technology to create digital sponsorship rights for clubs and leagues. With over 50% of the UK’s advertising spent on digital, this will be a major growth area for sport sponsorship over the next five years.

Ed Lascelles
VCTs