urban-gro, Inc.

What urban-gro, Inc. does

urban-gro, Inc., now operating as Flash Sports & Media, Inc. (Nasdaq: FLZH, formerly UGRO), is a vertically integrated sports media and live events platform focused on T20 cricket. Through its wholly-owned subsidiary Innovative Production Group FZ, LLC (IPG), the company holds exclusive commercial and media rights to the Lanka Premier League (LPL) and operates franchise, media, sponsorship, and broadcast production functions for the league. The company completed an all-stock merger with Flash Sports & Media on February 17, 2026, and integrated IPG on March 9, 2026, pivoting away from its legacy Controlled Environment Agriculture (CEA) engineering and construction business, which has been discontinued. Its core product surface consists of league management, media rights licensing, centralized sponsorship activation, and a 4K broadcast production capability serving broadcasters, streaming platforms, brand sponsors, and cricket franchise owners.

The company monetizes through four primary streams: (i) media rights licensing to broadcasters and streaming platforms, (ii) centralized sponsorship and brand activation across league properties, (iii) franchise and event economics including player auctions and tournament operations, and (iv) franchise ownership participation within the LPL ecosystem. Revenue is generated via B2B enterprise relationships with sports federations (Sri Lanka Cricket), franchise ownership groups (e.g., Gallant Sports and Media LLC for the Galle Gallants), and broadcast/sponsorship counterparties. The go-to-market is event-driven, anchored on LPL Season 6 (July 10 – August 5, 2026) as the first full operating cycle under the new structure, with planned geographic expansion into Malaysia (2026), Singapore (2027), Zimbabwe (2027), Bangladesh, and the UAE.

Operationally, the company is headquartered in Lafayette, Colorado, is led by CEO Bradley Nattrass, and operates a Nasdaq-listed public company structure that recently regained compliance following a 1-for-25 reverse stock split executed February 9, 2026. The current 53,539,119 share count reflects Series B Convertible Preferred Stock conversion at $3.23/share. Urban-gro retains legacy subsidiaries including UG Construction, Inc., MJ12 Design Studio/2WR+ Partners, and DVO, Inc., though these CEA operations are no longer the strategic focus. As of FY2025 Q3 (quarter ended September 30, 2025), the legacy business reported $2.38M in revenue, a 70% year-over-year decline, against management projections of $17M in consolidated revenue for 2026 and $143M by 2030 driven primarily by LPL and T20 cricket rights expansion.

Name

urban-gro, Inc.

Legal name

urban-gro, Inc.

Website

https://urban-gro.com

Company type

Public

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Flash Sports & Media (formerly urban-gro) is a Nasdaq-listed T20 cricket media platform that holds exclusive commercial rights to the Lanka Premier League through subsidiary IPG and is expanding into emerging cricket markets including Malaysia, Singapore, and Zimbabwe.

Ownership category

akta.pro rank

Product category

Sports Media

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)

SIC

Services-Allied To Motion Picture Distribution (7829), Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Content Syndication, Distribution & Rights Management Platforms (BPAMAJAN)

akta.pro secondary industries

Distribution Feeds & Syndication (Partner Delivery, APIs, Feeds) (MPAHALAJ), Content Supply Chain Orchestration & Workflow (Ingest-to-Publish, Automation) (MPAHALAG), Sports & Event Media Rights Licensing (MPADALAE)

Keywords

• T20 cricket media
• Sports media rights
• Cricket league management
• Franchise operations
• Sports sponsorship

Headquarters

HQ city

Lafayette

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Rights: Monetization of cricket league media rights through broadcasting deals, streaming partnerships, and content distribution across multiple markets including Sri Lanka, Malaysia, and Zimbabwe
2. Sponsorship and Activation: Centralized sponsorship revenue from brand partnerships, franchise sponsorships, and commercial activation around cricket events and leagues
3. Event and Franchise Economics: Revenue from league management, franchise operations, and tournament economics including player auctions and ticket/partnership revenues
4. Projected Revenue Growth: Illustrative consolidated revenue projections: $17M in 2026 growing to $143M by 2030; LPL standalone growing from $8-12M in Year 1 to $50-75M by Year 5

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

urban-gro, Inc. (now operating as Flash Sports & Media, Inc., ticker FLZH) is a vertically integrated sports media and experiential marketing platform centered on the Lanka Premier League T20 cricket. The company, through its Innovative Production Group (IPG) subsidiary, holds exclusive commercial and media rights for the LPL, manages league operations across five franchises (Colombo, Dambulla, Galle, Kandy, Jaffna), monetizes media rights through broadcasting and streaming partnerships, and activates centralized sponsorship programs. The legacy controlled environment agriculture services business has been discontinued as part of this strategic pivot.

Product overview

urban-gro, Inc. has undergone a strategic transformation following its merger with Flash Sports and Media, Inc. and integration of Innovative Production Group FZ, LLC (IPG), repositioning the company from a Controlled Environment Agriculture (CEA) services firm into a diversified sports, media, and experiential marketing platform focused on live events and original content. The company operates as a vertically integrated cricket media business centered on the Lanka Premier League (LPL) and expansion into additional T20 cricket markets. The legacy CEA business (engineering, architecture, construction services for controlled environment agriculture) has been discontinued as part of this strategic pivot.

Differentiator

Problem solved

Functional benefit

Products and services

• Lanka Premier League (LPL) Operations T20 cricket league event managed by the company through its Innovative Production Group (IPG) subsidiary as official event rights holder under partnership with Sri Lanka Cricket. Season 6 features five franchises (Colombo Kaps, Dambulla Sixers, Galle Gallants, Kandy Royals, SC Jaffna Kings) with a projected 500-600 player registration pool.
• T20 Cricket League Commercial Rights Portfolio Exclusive commercial and media rights for the Lanka Premier League and expansion T20 cricket markets, monetized through media rights licensing to broadcasting networks and streaming platforms, plus centralized sponsorship activation. Acquired for under $15 million.

Quantifiable outcome

• Expected $17 million revenue in 2026, growing to $143 million by 2030
• +4 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Flash Sports and Media Inc.coreStrategic or Co-development Partner · 17 February 2026Urban-gro completed an all-stock merger with Flash Sports and Media on February 17, 2026, acquiring 100% of the company's outstanding shares. Flash shareholders received unregistered common stock and newly created non-voting preferred stock. The merger diversified urban-gro from its legacy CEA business into sports media, live events, and experiential marketing while helping the company meet Nasdaq's $2.5 million minimum equity requirement.
• Innovative Production Group FZ, LLC (IPG)coreStrategic or Co-development Partner · 17 February 2026Innovative Production Group completed an all-stock merger with Flash Sports & Media, integrating its T20 cricket league commercial rights portfolio—including the Lanka Premier League—onto the Nasdaq-listed urban-gro platform. IPG retained exclusive commercial and media rights for the LPL post-merger. The combined entity plans expansion into Bangladesh and UAE to capitalize on rapidly growing cricket markets.
• Sri Lanka CricketcoreStrategic or Co-development PartnerPartnership with Sri Lanka Cricket to operate the Lanka Premier League as official rights holder. The LPL Season 6 is scheduled for July 10 - August 5, 2026, with urban-gro/IPG participating as the event rights holder through existing commercial arrangements.
• IPG GroupcoreStrategic or Co-development PartnerThe IPG Group conducts the Lanka Premier League in partnership with Sri Lanka Cricket. Urban-gro participates in the LPL through its subsidiary IPG under existing commercial arrangements for media, sponsorship, and activation economics.
• Gallant Sports and Media LLCminorStrategic or Co-development PartnerGallant Sports and Media LLC acquired and owns the Galle Gallants cricket franchise for Lanka Premier League Season 6, operating within the IPG platform ecosystem managed by urban-gro.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Live Nation Entertainment: Largest global live events and ticketing operator. Comparable as a vertically integrated live sports/entertainment platform monetizing event rights, sponsorship, and ticketing — overlapping with the franchise economics and tournament operations of the LPL.
• TKO Group Holdings: Publicly listed sports media platform combining UFC, WWE and other combat sports IP rights, production, and live events. Comparable as a vertically integrated sports IP and live events platform that monetizes rights, sponsorships, and broadcasts.
• Endeavor Group Holdings: Global sports and entertainment platform (IMG, WME, UFC alumni) representing rights, managing events, and brokering sponsorships. Comparable as a sports rights, league management, and sponsorship intermediary at global scale.
• DAZN Group: Global sports streaming platform distributing live sports rights including cricket properties. Comparable as a global sports media rights aggregator and OTT distributor serving international cricket audiences.
• Sony Pictures Networks India (SonyLIV): Holds/has held major cricket broadcasting rights in South Asia and operates the SonyLIV streaming platform. Directly comparable as a multi-league cricket broadcaster and rights aggregator.
• Disney Star (Star India): Holds long-term IPL and ICC cricket media rights in India and globally through Disney's Star Sports and Hotstar/JioStar platforms. Directly comparable as a vertically integrated cricket media rights holder and broadcaster competing for the same sponsorship and streaming dollars.
• Zee Entertainment Enterprises: Indian media conglomerate with cricket content via Zee Cricket and Ten Sports historically. Comparable as a regional cricket rights holder and broadcaster targeting South Asian sponsorship and viewership.
• Viacom18 (Reliance / JioCinema): Reliance-backed media group that secured Indian digital cricket rights and operates JioCinema. Comparable as a deep-pocketed incumbent competing for premium cricket media rights and centralized sponsorship monetization.

Direct peers

• Willow TV (Times Internet): North American cricket broadcaster and digital streaming service (owned by Times Internet). Comparable as a cricket-focused media rights holder and subscription/streaming distributor targeting diaspora cricket audiences.

Regional players

• Cricbuzz (Times Internet): Leading cricket-focused digital media platform (scores, content, streaming). Comparable as a cricket-first audience and content monetization platform, though focused on digital/editorial rather than live rights ownership.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/urban_gro
• Facebookfacebook.com/UrbanGro
• LinkedInlinkedin.com/company/urban-gro

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 records

Funding overview

Funding rounds5 records

Investors1 record

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

M&A5 records

Investments1 record

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

Frequently asked questions about urban-gro, Inc.