Whistle
Team Whistle is a New York-based sports media and fan engagement company, embedded within DAZN, that builds AI-driven CTV advertising tools and interactive products like FanZone for live sports streaming audiences.
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2B
- OfferingDigital Commerce or Content
What Whistle does
Team Whistle, operating under the Whistle brand, is a New York-based sports and entertainment company founded in 2012 that creates, curates, and distributes original sports content across digital and streaming platforms. The company operates as a fan engagement platform for live sports streams, anchored by the FanZone product, which integrates brand sponsors (e.g., Visa) directly into second-screen experiences and enables real-time fan interaction alongside athletes and influencers during broadcasts. Team Whistle is embedded within DAZN's global sports streaming infrastructure as "DAZN's Team Whistle," with Joe Caporoso serving as President of the division.
The company's technology stack centers on AI-driven CTV (Connected TV) advertising tools, including generative AI for ad placement, content creation, and media planning. It pairs these capabilities with a partnership with Intersection to coordinate CTV and out-of-home advertising using real-time data analysis. Over time the company has built out its content and capabilities via acquisitions of The Lacrosse Network (2014), New Form Digital (2019), Vertical Networks (2019), and Tiny Horse (2020), spanning niche sports media, digital studios, vertical video, and mobile gaming.
The revenue model is advertising-led, combining CTV and out-of-home advertising services with sponsorship integrations inside fan-engagement products, and go-to-market is enterprise sales to streaming platforms, broadcasters, and CTV advertisers. Note: the input data also references a separate St. Louis-based Whistle entity (employee engagement and rewards technology) acquired by One10 LLC in July 2025; that entity is distinct from Team Whistle and is excluded from this analysis.
Whistle firmographics
Firmographics- Name
- Whistle
- Legal name
- Whistle
- Website
- https://teamwhistle.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- Team Whistle is a New York-based sports media and fan engagement company, embedded within DAZN, that builds AI-driven CTV advertising tools and interactive products like FanZone for live sports streaming audiences.
- Ownership category
- akta.pro rank
Whistle industry classification
Industry- Product category
- Sports Media & Digital Content
- NAICS
- Other Spectator Sports (711219), Spectator Sports (7112)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH)
- akta.pro secondary industries
- Social/Creator-Led Sports Live Streaming & Watch-Alongs (MPAKAOAI), Short-Form Video for News, Sports & Highlights Platforms (MPACAHAJ)
Keywords
Where Whistle is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Whistle business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- CTV Advertising Services: Team Whistle provides AI-driven tools and proprietary technology to optimize CTV and out-of-home advertising, generating revenue through advertising placements and media planning services.
- Employee Engagement Platform: Whistle operated as an employee engagement and rewards technology company, likely generating revenue through platform subscriptions before its acquisition by One10 LLC.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels2 records
Whistle product offering
Product offeringCore offering
Whistle creates, curates, and distributes brand-safe original sports and entertainment content, and provides AI-driven fan engagement and CTV advertising technology for sports streaming platforms and broadcasters. Its offering includes the FanZone tool that integrates sponsors and enables real-time fan interaction alongside athletes and influencers during live sports streams.
Differentiator
Problem solved
Functional benefit
Products and services
- Team Whistle Fan Engagement Platform An AI-driven fan engagement and advertising platform for sports streaming that provides data analysis, real-time coordination, and generative AI capabilities to optimize CTV and out-of-home advertising efforts. Targeted at sports streaming platforms, broadcasters, and CTV advertisers seeking enhanced viewer engagement and ad placement efficiency.
- FanZone A fan engagement tool that integrates sponsors and enables fans to compete for giveaways and interact in real time alongside athletes and influencers during live sports streams. Available through DAZN's global sports streaming platform.
- Brand-Safe Original Sports & Entertainment Content Original, brand-safe sports and entertainment content created, curated, and distributed by Whistle for distribution across sports streaming platforms, broadcasters, and brand partner channels.
Companies that use Whistle
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Whistle technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Whistle partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core, flagship and minor.
- IntersectioncoreTeam Whistle and Intersection collaborate on CTV and out-of-home advertising efforts. Both companies use AI-driven tools and proprietary technology to optimize advertising through data analysis, real-time coordination, and generative AI for ad placement, content creation, and media planning.
- DAZNflagshipDAZN's Team Whistle division focuses on fan engagement for live sports streams. Joe Caporoso, President of DAZN's Team Whistle, leads efforts including the FanZone tool that integrates sponsors like Visa and allows fans to compete for giveaways and interact in real time alongside athletes and influencers.
- VisaminorVisa is integrated as a sponsor within DAZN's FanZone tool, allowing fans to compete for giveaways and interact during live sports streams. This partnership enables commercial opportunities through sponsorship integration.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Whistle competitors and assessment
Company assessmentDirect peers
- Minute Media: Digital sports media platform that acquires, creates, and distributes sports content (The Players' Tribune, FanSided, 90min). Directly comparable to Whistle as a sports content creation and distribution company serving advertisers and publishers.
- Overtime: Sports media company creating short-form and original sports content for Gen Z audiences, with a focus on emerging sports and athlete-driven storytelling. Comparable to Whistle's original content creation and brand-safe positioning.
- Innovid: Ad-tech platform providing ad delivery, measurement, and creative optimization for CTV and video advertising. Overlaps with Whistle's AI-driven CTV ad placement and media planning tools.
- Maven (The Maven Network): Media platform that operates a coalition of sports, business, and lifestyle brands (Sports Illustrated, TheStreet, Parade). Comparable in operating a portfolio of sports media brands and content distribution.
Broad incumbents
- Bleacher Report: Major digital sports media company (owned by Turner/Warner Bros. Discovery) producing original sports content, highlights, and short-form video. Comparable content model with broader scale and distribution.
- Magnite: Independent sell-side ad-tech platform specializing in CTV and video advertising. Comparable to Whistle's AI-driven CTV advertising optimization efforts, though at substantially larger scale.
- FreeWheel: CTV/video ad-management platform owned by Comcast. Operates in the same CTV advertising optimization space as Whistle's AI-driven tools, with far greater scale and broadcaster relationships.
Emerging players
- DAZN: Global sports streaming platform and Whistle's flagship partner. Overlaps through shared sports streaming and fan engagement objectives, and operates the Team Whistle division.
- Telescope (now Appetize): Real-time audience engagement platform for live broadcasts and sports, providing second-screen experiences and interactive features. Directly comparable to Whistle's FanZone product.
- Front Office Sports: Sports business media company covering the intersection of sports, business, and culture. Comparable as a sports media content business targeting advertisers and brand partnerships.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Whistle social profiles
Digital presenceWhistle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whistle leadership team
Management profileNumber of profiles
Profiles7 records
Whistle funding detail
Funding detailFunding overview
Funding rounds8 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whistle M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Whistle
What does Whistle do?
Whistle creates, curates, and distributes brand-safe original sports and entertainment content, and provides AI-driven fan engagement and CTV advertising technology for sports streaming platforms and broadcasters. Its offering includes the FanZone tool that integrates sponsors and enables real-time fan interaction alongside athletes and influencers during live sports streams.
Is Whistle a public or private company?
Whistle is a private company. It is classified as venture growth investor backed and is currently acquired.
When was Whistle founded?
Whistle was founded in 2012. It employs 51 to 100 people.
Where is Whistle based?
Whistle is headquartered in New York, United States, in the North America region.
How does Whistle make money?
Two revenue lines are on record. CTV Advertising Services are the primary driver. The others are employee Engagement Platform.
Who are Whistle's main competitors?
Direct peers on record are Minute Media, Overtime, Innovid and Maven (The Maven Network). Broad incumbents are Bleacher Report, Magnite and FreeWheel. Emerging players are DAZN, Telescope (now Appetize) and Front Office Sports.
Does Whistle have an API?
No public API is recorded for Whistle.
What industry is Whistle in?
Whistle's product category is Sports Media & Digital Content. Its primary akta.pro industry code is MPAKAOAH, Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds), with a secondary code of MPAKAOAI, Social/Creator-Led Sports Live Streaming & Watch-Alongs. Its NAICS code is 711219 and its SIC code is 7990.