InCrowd Sports
InCrowd Sports is an independent London-based digital sports marketing firm that provides data, content, digital platforms, and inventory services — including a Fan Data Platform, SSO, and ticketing — to sports organizations, clubs, leagues, and rights holders globally.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What InCrowd Sports does
InCrowd Sports Limited is a London-headquartered, independent digital sports marketing company that sells an integrated suite of advisory and technology services to sports organizations, clubs, leagues, federations, and rights holders. The company organizes its offering around four core service lines — Data, Content, Digital Platforms, and Inventory — supported by a Fan Data Platform (FDP) that ingests ticketing, retail, app, CRM, and third-party signals into unified fan profiles, plus Single Sign-On (SSO) via Okta, a proprietary Content Management System, and a TicketCore digital ticketing product. The platform integrates with AWS, Snowflake, Datadog, Secutix, SeatGeek, Ticketmaster, OneSignal, DotDigital, and others to deliver mobile-first apps, web destinations, email and push personalization, and sponsorship inventory monetization. The company's enterprise customer roster spans cricket (ECB, ICC, MCC, SA20, The Hundred, plus multiple county clubs), football (UEFA, Arsenal FC, Crystal Palace FC, Norwich City FC, Wolverhampton Wanderers FC), rugby (Premiership Rugby, Saracens, London Irish, Six Nations), basketball (EuroLeague), volleyball (CEV), motorsport (WSX), and media (Sky Sports), with documented outcomes such as 320% marketable user growth at SA20, 20x ROI at Crystal Palace FC, and 246% growth in social views for UEFA EURO 2024 versus 2020. Revenue is generated via annual subscription SaaS licensing and managed services (including content production and marketing operations), priced on a quote-based enterprise model. The company is registered as InCrowd Sports Limited in England and Wales, has raised one disclosed funding round (~$2.4M from AlbionVC and Sky UK in February 2016), and reports 1-10 employees, indicating a lean delivery model that relies on subcontracted capacity to serve global marquee clients.
InCrowd Sports firmographics
Firmographics- Name
- InCrowd Sports
- Legal name
- InCrowd Sports Limited
- Website
- https://incrowdsports.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- InCrowd Sports is an independent London-based digital sports marketing firm that provides data, content, digital platforms, and inventory services — including a Fan Data Platform, SSO, and ticketing — to sports organizations, clubs, leagues, and rights holders globally.
- Ownership category
- akta.pro rank
InCrowd Sports industry classification
Industry- Product category
- Sports Fan Engagement Software
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events (7113)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH)
Keywords
Where InCrowd Sports is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
InCrowd Sports business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- SaaS Subscription: Subscription-based SaaS licensing for the fan engagement platform, likely tiered based on organization size and feature access.
- Professional Services: Implementation, consulting, and ongoing managed services for marketing support.
- Managed Services: Ongoing managed marketing services for sports organization clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
InCrowd Sports product offering
Product offeringCore offering
InCrowd Sports operates a digital sports marketing platform combining advisory and implementation services across data, content, technology, and inventory. It provides sports organizations with a Fan Data Platform (FDP), single sign-on (SSO), mobile ticketing (TicketCore), and a content management system (CMS), alongside managed marketing services and sponsorship activation support.
Product overview
InCrowd Sports operates as a modular digital sports marketing platform offering four core service lines: Data, Content, Digital Platforms, and Inventory. These services function as an integrated ecosystem where the Fan Data Platform (FDP) centralizes audience data from all touchpoints, powering personalization across Single Sign-On (SSO) authentication, TicketCore digital ticketing, and the proprietary CMS. Data drives segmentation and targeting for Content delivery, while Inventory management connects commercial assets to sponsor activations—all unified through the FDP and distributed via owned digital channels (apps, web, email, push).
Differentiator
Problem solved
Functional benefit
Products and services
- Data Data service enabling sports organizations to reach more fans and connect on a deeper level through audience insights, segmentation, and data strategy.
- Content Content service for engaging and retaining fans across all owned and operated digital channels, including social media content creation and distribution.
- Digital Platforms Digital platforms service providing API-based premium app, web, and mobile ticketing solutions for creating go-to digital destinations that supercharge fan and brand partner interactions.
- Inventory Inventory service for identifying and elevating the real value of digital commercial assets to drive sponsorship and commercial revenue.
- Fan Data Platform (FDP) Centralized fan data platform that ingests data from all touchpoints (ticketing, retail, app, CRM, third-party tools) and unifies it under a single fan profile for personalization and segmentation.
- Single Sign-On (SSO) Authentication solution enabling streamlined supporter login across digital channels, creating unified experiences and enabling richer fan profiles for deeper engagement.
- TicketCore Digital ticketing solution with ticket sharing, bulk transfer capabilities, and SSO integration for seamless matchday entry and fulfillment.
- Content Management System (CMS) InCrowd's proprietary CMS powering client websites, integrated with live sports data feeds and personalisation tools for data capture and content targeting.
Quantifiable outcome
- SA20 achieved 320% user growth
- +1 more outcomes
Companies that use InCrowd Sports
Customer profileNamed customers24 records
Segments4 records
Ideal customer profiles2 records
InCrowd Sports technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability4 records
Feature4 records
InCrowd Sports partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core.
- Amazon Web Services (AWS)coreCloud hosting infrastructure provider for the InCrowd Sports platform.
- DatadogcoreService management and monitoring for platform infrastructure.
- DotDigitalcoreMessaging and email marketing platform integration.
- OneSignalcorePush notification services for fan engagement.
- files.comcoreCloud database hosting for platform data.
- SnowflakecoreCloud data warehousing for fan data analytics.
- SendgridcoreTransactional email services.
- GooglecoreCollaboration tools (Google Workspace).
- SecutixcoreTicketing platform integration.
- SeatGeekcoreTicketing platform integration for resale and primary ticketing.
- TicketmastercorePrimary ticketing platform integration.
- OktacoreSingle Sign-On (SSO) identity management integration.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
InCrowd Sports competitors and assessment
Company assessmentDirect peers
- Stats Perform: Global sports data and AI company providing Opta-powered data feeds, content, and fan engagement technology. InCrowd integrates Opta stats and competes for similar digital fan engagement and data platform budgets across rights-holders.
- WSC Sports: AI-powered sports content automation platform used by rights-holders to produce, personalize, and distribute video and social content. Directly overlaps with InCrowd's Content service line and shares the same enterprise sports customer base.
- Kore Software (Learfield): CRM and fan engagement platform purpose-built for sports organizations. Directly comparable in targeting sports clubs and leagues with data, CRM, and digital fan engagement capabilities.
- YinzCam: Mobile app and stadium-experience technology provider for professional sports teams and leagues. Directly overlaps with InCrowd's Digital Platforms service line and SSO/ticketing integrations.
Broad incumbents
- Genius Sports: Public, well-capitalized sports data and technology company serving leagues, sportsbooks, and media partners. Comparable because it provides data-driven sports content, fan engagement, and integrated technology services to the same rights-holder buyer.
- Sportradar: Public sports data and technology provider offering data, content, and fan engagement solutions globally. Comparable buyer profile (leagues, federations, media) and overlapping capabilities in data, content distribution, and digital fan engagement.
- Catapult Sports: Public sports technology company providing athlete tracking, performance analytics, and fan engagement tools to elite teams. Comparable as a sports-tech SaaS platform serving professional clubs and federations with a multi-product offering.
Emerging players
- Satisfi Labs: AI conversation platform for sports, entertainment, and retail venues. Adjacent in fan engagement and AI-driven personalization, with comparable enterprise rights-holder and venue customers.
- Supponor: Specialist sports-tech vendor providing virtual advertising and digital commercial asset technology. Adjacent in the Inventory/sponsorship activation layer that InCrowd sells into rights-holders.
- Grabyo: Cloud-based live sports video clipping, publishing, and content management platform. Comparable in enabling rights-holders to produce and distribute digital content across owned channels, overlapping with InCrowd's Content and Digital Platforms offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
InCrowd Sports social profiles
Digital presenceInCrowd Sports compliance and trust
Trust signalCompliance1 record
InCrowd Sports financial estimates
Financial estimateRevenue estimate
Valuation estimate
InCrowd Sports leadership team
Management profileNumber of profiles
Profiles7 records
InCrowd Sports funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
InCrowd Sports M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about InCrowd Sports
What does InCrowd Sports do?
InCrowd Sports operates a digital sports marketing platform combining advisory and implementation services across data, content, technology, and inventory. It provides sports organizations with a Fan Data Platform (FDP), single sign-on (SSO), mobile ticketing (TicketCore), and a content management system (CMS), alongside managed marketing services and sponsorship activation support.
Is InCrowd Sports a public or private company?
InCrowd Sports is a private company. It is classified as venture growth investor backed and is currently operating.
When was InCrowd Sports founded?
InCrowd Sports was founded in 2015. It employs 1 to 10 people.
Where is InCrowd Sports based?
InCrowd Sports is headquartered in London, United Kingdom, in the Europe region.
How does InCrowd Sports make money?
Three revenue lines are on record. SaaS Subscription is the primary driver. The others are professional Services and managed Services.
Who are InCrowd Sports's main competitors?
Direct peers on record are Stats Perform, WSC Sports, Kore Software (Learfield) and YinzCam. Broad incumbents are Genius Sports, Sportradar and Catapult Sports. Emerging players are Satisfi Labs, Supponor and Grabyo.
Does InCrowd Sports have an API?
No public API is recorded for InCrowd Sports.
What industry is InCrowd Sports in?
InCrowd Sports's product category is Sports Fan Engagement Software. Its primary akta.pro industry code is MPAKAOAH, Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds). Its NAICS code is 7113 and its SIC code is 7900.