InCrowd Sports

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.

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

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

• Fan engagement software
• Sports marketing platform
• Digital ticketing solutions
• Sports data analytics
• Fan data platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Subscription-based SaaS licensing for the fan engagement platform, likely tiered based on organization size and feature access.
2. Professional Services: Implementation, consulting, and ongoing managed services for marketing support.
3. Managed Services: Ongoing managed marketing services for sports organization clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core 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

Named customers24 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability4 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core.

• Amazon Web Services (AWS)coreTechnology or IntegrationCloud hosting infrastructure provider for the InCrowd Sports platform.
• DatadogcoreTechnology or IntegrationService management and monitoring for platform infrastructure.
• DotDigitalcoreTechnology or IntegrationMessaging and email marketing platform integration.
• OneSignalcoreTechnology or IntegrationPush notification services for fan engagement.
• files.comcoreTechnology or IntegrationCloud database hosting for platform data.
• SnowflakecoreTechnology or IntegrationCloud data warehousing for fan data analytics.
• SendgridcoreTechnology or IntegrationTransactional email services.
• GooglecoreTechnology or IntegrationCollaboration tools (Google Workspace).
• SecutixcoreTechnology or IntegrationTicketing platform integration.
• SeatGeekcoreTechnology or IntegrationTicketing platform integration for resale and primary ticketing.
• TicketmastercoreTechnology or IntegrationPrimary ticketing platform integration.
• OktacoreTechnology or IntegrationSingle Sign-On (SSO) identity management integration.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Xx.com/incrowd_sports
• LinkedInlinkedin.com/company/incrowd-sports
• TikToktiktok.com/@incrowdsports

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds1 record

Investors2 records

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 InCrowd Sports