Sky has taken a $7m stake in Whistle Sports, a sports focussed cross-platform network, as it looks to collaborate on content for ‘young millennial’ sports fans.
The tie-up will see Whistle Sports partner with youth-orientated online personalities to create sports themed video content, with a back catalogue ranging from established games such as basketball, baseball and football to emerging fields such as skateboarding, trick shots and ultimate frisbee.
This has seen Whistle Sports grow to over 8.3m subscribers on 192 channels, generating 1.25bn views thanks to collaborations with the NFL, PGA and NASCAR.
Barney Francis, managing director, Sky Sports, commented: “Whistle Sports has very quickly established itself in the US as a major new sports network. We see lots of potential to harness Sky Sports’ content and relationships with major sports bodies and brands to work alongside Whistle Sports’ talent network.”
Sky recently invested in online video aggregator Pluto.TV, US ad tech firm Sharethrough and IP streaming service provider Roku.