MILLIONS.co

What MILLIONS.co does

MILLIONS.co (legal entity Millions.co Inc., incorporated in Ontario, Canada) is a private social commerce and live video platform founded in 2021 that connects professional athletes, sports content creators, and fans through an integrated set of tools for streaming, e-commerce, and influencer marketing. The platform enables athletes and creators to host pay-per-view sporting events (boxing, MMA), free live streams, interviews, and podcasts, while simultaneously running direct-to-fan shops for merchandise, memorabilia, custom products, experiences, and paid personal video responses. A self-serve Brand Campaign Manager at campaign.millions.co provides consumer brands with talent discovery, campaign management, and performance analytics for sports influencer marketing.

Underlying technology includes live streaming infrastructure with RTMP ingest for external event producers, native iOS and Android mobile applications, third-party merchandise fulfillment integration, and a Bitcoin and USD tipping feature launched in November 2025. The platform monetizes primarily through a 20% transaction fee on most individual sales (30% on organization/collective PPV events), tiered subscriptions (Free, Pro, Full-Service) on the Brand Campaign Manager, plus campaign launch and processing fees. Customer segments span professional athletes across combat sports and soccer (most prominently David Beckham), niche sports creators and interview channels, dedicated sports fans purchasing merchandise and experiences, and consumer brands running influencer campaigns.

The company has raised $10 million USD in a single disclosed Series A round in September 2021 led by Boston-based Volition Capital, with proceeds allocated to hiring, platform development, and market expansion. Headcount is small (11-50), strategic partnerships with unnamed sporting organizations and agencies plus sponsorships such as S&H Auto Group for PPV events support audience acquisition, and the company claims a global footprint while its primary offices sit in Ottawa/Toronto and New York.

Name

MILLIONS.co

Legal name

Millions.co Inc.

Website

https://millions.co

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

MILLIONS.co is a Canadian social commerce and live video platform that lets professional athletes and sports creators monetize through PPV event streaming, merchandise, memorabilia, personal videos, experiences, and brand campaigns, serving fighters, content creators, sports fans, and consumer brands globally.

Ownership category

akta.pro rank

Product category

Sports Social Commerce Platform

NAICS

Spectator Sports (71121), Spectator Sports (7112), Sporting Goods Retailers (45911), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Social/Creator-Led Sports Live Streaming & Watch-Alongs (MPAKAOAI)

akta.pro secondary industries

Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO), Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA), Hospitality, VIP & Experiential Sponsorship (Suites, Fan Zones, On-Site Activations) (MPAKALAH)

Keywords

• Sports social commerce
• PPV live streaming
• Athlete monetization platform
• Sports creator marketplace
• Brand campaign manager

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Platform Transaction Fees: MILLIONS charges a 20% platform fee on most transactions including merchandise sales, memorabilia, experiences, personal videos, and paid content. Organization/collective PPV events are charged at 30% of gross sales. Fees are deducted from transaction proceeds or incorporated into customer-facing prices.
2. PPV and Streaming Revenue: Revenue from pay-per-view sports events, live streams, and paid-access content. Platform takes 20% for individual talent PPV and 30% for organization/collective PPV events.
3. Merchandise Sales: Revenue from athlete-branded merchandise including apparel, hats, hoodies sold through MILLIONS' designated fulfillment partners. Platform fee of 20% applies.
4. Brand Advertising & Campaigns: Brands use the Campaign Manager platform to run influencer marketing campaigns with talent. Subscription tiers (Free, Pro, Full-Service) with associated fees, plus per-campaign launch and processing fees.
5. Personal Video Sales: Athletes offer personalized video responses to fan questions for set prices (e.g., $625). Platform takes 20% commission.
6. Tipping: Fans can tip athletes and creators with Bitcoin or USD. Voluntary, non-refundable payments once sent.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

MILLIONS.co is a social commerce and video platform purpose-built for the sports ecosystem. It enables professional athletes, sports creators, and sports organizations to monetize directly with fans through pay-per-view live streams, merchandise and memorabilia sales, personal video requests, and in-person experiences. It also provides brands a Campaign Manager SaaS tool to plan, launch, and measure sponsorship campaigns with athletes on the platform.

Product overview

MILLIONS.co is a social commerce platform for athletes and sports content creators, combining live streaming/PPV, e-commerce, and influencer marketing tools in a unified platform. The core MILLIONS Platform supports PPV event streaming, free live streams, interviews, and watch parties. The MILLIONS Shop enables sales across multiple categories: Merch (apparel via third-party fulfillment), Memorabilia (collectibles and signed items), Products (custom goods), and Experiences (training sessions, meet-and-greets, event sponsorships). Personal Videos provides AMA-style personalized video responses. The Campaign Manager (campaign.millions.co) gives brands and advertisers tools to discover talent, create campaigns, manage collaborations, and access analytics. A mobile app extends access to iOS and Android users. In November 2025, the platform added Bitcoin and USD tipping functionality for eligible creators.

Differentiator

Problem solved

Functional benefit

Products and services

• Campaign Manager B2B SaaS tool for brands and agencies to discover athletes and sports creators, launch sponsored content and endorsement campaigns, manage partnerships, and measure campaign performance. Offered via tiered subscriptions (e.g., Starter, Pro, Agency) on campaign.millions.co.
• Pay-Per-View Live Streaming
• Athlete Shop (Merchandise & Memorabilia)
• Personal Videos
• Experiences

Quantifiable outcome

• David Beckham has 733.1K audience following on the platform
• +1 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Sporting Organizations (Unnamed)coreStrategic or Co-development Partner · 15 September 2021MILLIONS formed strategic partnerships with sporting organizations as part of its growth strategy. These partnerships enable exclusive content, PPV events, and athlete integration on the platform.
• Sporting Agencies (Unnamed)minorStrategic or Co-development Partner · 14 September 2021The company signed strategic partnerships with notable sporting agencies as part of its 2021 Series A growth plans for platform development and market expansion.
• S&H Auto GroupminorStrategic or Co-development PartnerSponsorship partner for Michiana Fight League 60 Summer Slam MMA event on the MILLIONS platform. S&H Auto Group presents the event taking place at South Bend Century Center.
• Third-Party Merchandise Fulfillment PartnerscoreTechnology or IntegrationMILLIONS uses designated third-party merchandise fulfillment partners for production, printing, fulfillment, and shipping of athlete-branded merchandise sold on the platform.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Buzzer: Buzzer is a sports micro-payment live streaming platform delivering live sports moments via micropayments. It is an emerging player directly overlapping with MILLIONS' PPV live event streaming thesis.
• Whatnot: Whatnot operates a live shopping marketplace with a strong sports trading cards and memorabilia category. It overlaps with MILLIONS' memorabilia, live streaming, and PPV commerce features through a livestream + auction model.
• Overtime: Overtime is a sports content and creator platform producing original sports short-form content and monetizing through media rights, merchandise, and a creator network. It overlaps with MILLIONS' sports creator economy and live content strategy.

Direct peers

• Cameo: Cameo is the most direct competitor for MILLIONS' Personal Videos product — fans pay athletes and celebrities for personalized video messages. Both monetize sports and entertainment talent through fan-paid video transactions, though Cameo is broader across entertainment and charges ~25% take rate.
• Throne: Throne enables creators and athletes to sell personalized video shoutouts, merchandise, and exclusive content to fans. It overlaps most directly with MILLIONS' Personal Videos and Shop offerings for the sports creator segment.

Broad incumbents

• DAZN: DAZN is a global sports streaming subscription service with PPV combat sports rights. It competes for combat sports PPV viewership that flows through MILLIONS, particularly for higher-tier boxing events with marquee fighters.
• Patreon: Patreon is the dominant creator monetization platform for memberships, tips, and paid content. It competes with MILLIONS' tipping, brand campaign, and creator monetization workflows, with lower take rates and a much larger creator base.
• Topps (Fanatics Collectibles): Topps, now part of Fanatics, dominates sports trading cards and collectibles — a category where MILLIONS hosts memorabilia and trading card sales. It competes for the same fan wallet around collectible sports items.
• Fanatics: Fanatics is the dominant licensed sports merchandise and collectibles retailer globally. It competes with MILLIONS Shop for fan sports spending and has expanded into trading cards, memorabilia, and live commerce — overlapping with several of MILLIONS' merchandise and memorabilia product lines.
• Genius Sports: Genius Sports provides sports data, streaming, and fan engagement infrastructure to leagues and sportsbooks. It is a broad incumbent in the sports streaming and engagement ecosystem where MILLIONS operates its PPV infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/millionsdotco
• Facebookfacebook.com/millionsdotco
• LinkedInlinkedin.com/company/millionsdotco

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MILLIONS.co