- Funding round, led by 24Haymarket, also includes existing backer ACF Investors
- Fresh capital to be used for product development and international expansion
- Scudamore joined the Monterosa board in 2021
British fan engagement tech company Monterosa has secured UK£3.5 million (US$4.5 million) in growth capital from a group of investors including former Premier League chief Richard Scudamore and ex-Sky boss Jeremy Darroch.
The funding round was led by 24Haymarket and included existing backer ACF Investors as well as another new investor, Chris Rodman, who previously served as group managing director at collectables giant Topps.
A statement from London-based Monterosa said the company would use the fresh capital to ‘accelerate development of its real-time engagement (RTE) platform and drive the company’s expansion into new global markets.’
Monterosa’s Interaction Cloud SaaS platform enables sports rights holders and media organisations to quickly launch a suite of fan engagement features across their owned and operated digital platforms, including gamification elements, interactive video and sports data visualisations.
Its existing customers include English soccer giants Liverpool, the Formula E motorsport series, the Six Nations international rugby union tournament, as well as media-orientated companies such as ITV, Sky, IMG and Viasat. The company also recently appointed Claygate Advisors to support its expansion into the United States, where Monterosa’s technology has been used on Nickelodeon’s National Football League (NFL) coverage.
“As organisations adopt direct-to-consumer business models, their need to continuously engage, retain and convert audiences increases,” said Tom McDonnell, Monterosa’s chief executive.
“Building those direct customer connections means inspiring them to spend time with you, offering up value in exchange for first party data and insight.”
Scudamore, who retired as the Premier League’s chief executive in late 2018, joined the Monterosa board last year.