Snack Media
Snack Media is a London-based digital sports media network operating a two-sided adtech platform connecting 400+ premium publishers with global brands. The Valnet-owned company monetizes sports content via proprietary SnackLabs technology, serving advertisers such as Nike, Samsung, and the NFL.
- Company typePrivate
- Founded2007
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingDigital Commerce or Content
What Snack Media does
Snack Media is a London-based digital sports media network founded in 2007 that operates a two-sided platform connecting premium sports and entertainment publishers with global advertisers. The company was originally established as Sports New Media and began as a sports content publisher before transitioning into an inventory monetization business. Following its 2023 acquisition by Valnet, a content investment powerhouse, Snack Media now operates as a wholly-owned subsidiary through multiple UK corporate entities including SN&CK Media Limited, Sports New Media Ltd, and Media Drive Ltd. The company is led by co-founder and CEO Niall Coen and is currently expanding from its UK base into the US (2024) and Netherlands (2025) markets.
The company's core offering is built on SnackLabs, a proprietary adtech platform that powers header bidding, direct demand access, and inventory optimization across a network of 400+ publishing partners generating 7 billion monthly impressions and approximately 130 million unique users globally as of 2025. Snack Media owns and operates content brands including GiveMeSport (26M+ social followers, the largest sports Facebook page in the world), The Football Terrace (acquired YouTube fan channel), GiveMeSport Women, and Snack Gaming. The technology stack integrates with Prebid for header bidding, Intent IQ for cookieless identity resolution, LiveRamp for cross-channel identity, Lotame for audience data, and Seedtag and GumGum for contextual advertising. The platform also exposes a self-serve publisher dashboard at dashboard.snack-media.com for inventory management and performance reporting.
Snack Media generates revenue through multiple streams: programmatic advertising across the publisher network, direct demand and brand deals with endemic and non-endemic advertisers (including Nike, Samsung, Heineken, Volkswagen, Premier League, and Virgin Bet), sponsorship activation services around live sporting events, and commission-based revenue sharing with publishing partners via a tiered referral programme paying £500 to £12,000 depending on referred publisher impression volume. Publisher payment terms are Net 60 and referrer terms are Net 45. The company's go-to-market combines direct enterprise sales to brands and agencies with self-serve publisher onboarding and a referral programme. Snack Media holds exclusive European commercialization rights for NFL.com and mobile apps in the UK and Ireland, representing one of its longest-standing partnerships spanning over seven years.
Snack Media firmographics
Firmographics- Name
- Snack Media
- Legal name
- SN&CK Media Limited
- Website
- https://snack-media.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Snack Media is a London-based digital sports media network operating a two-sided adtech platform connecting 400+ premium publishers with global brands. The Valnet-owned company monetizes sports content via proprietary SnackLabs technology, serving advertisers such as Nike, Samsung, and the NFL.
- Ownership category
- akta.pro rank
Snack Media industry classification
Industry- Product category
- Digital Sports Advertising & Media Network
- NAICS
- Media Buying Agencies (54183)
- akta.pro primary industry
- Sponsorship & Sports Media Rights Buying (BPAFABAH)
Keywords
Where Snack Media is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Snack Media business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Programmatic Advertising: Revenue generated through programmatic ad serving across the publisher network, including display, video, and innovative ad units on desktop, tablet, and mobile platforms.
- Direct Demand / Brand Deals: Direct advertising deals with brands and agencies leveraging established agency relationships to unlock direct demand over and above programmatic, including whitelisted advertising for premium rights holders.
- Publisher Network Commission: Commission-based revenue sharing with 400+ publishing partners in the network, providing cost optimisation through preferential rates, traffic generation products and audience engagement tools.
- Sponsorship Activation Services: High viewability ad unit packages and sponsorship activation services for clients and agencies around quality sports content, including pre, during and post event activations.
- In-Stream and Branded Content: Revenue from Facebook in-stream ads, branded content partnerships and video content featuring talent, leveraging 90% long-form video strategy on social platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Tier 1: <5M impressions/month |
| Transaction based/ take rate | Pay-as-you-go | Tier 2: 5-10M impressions/month |
| Transaction based/ take rate | Pay-as-you-go | Tier 3: 10-20M impressions/month |
| Transaction based/ take rate | Pay-as-you-go | Tier 4: 20-40M impressions/month |
| Transaction based/ take rate | Pay-as-you-go | Tier 5: 40M+ impressions/month |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Snack Media product offering
Product offeringCore offering
Snack Media is a digital sports network and adtech-enabled media agency that monetises sports and entertainment content on behalf of premium publishers and rights holders. It operates a proprietary SnackLabs adtech platform across a network of 400+ publishing partners generating 7 billion monthly impressions, offering end-to-end inventory monetisation, header bidding, direct brand demand, and sponsorship activation services. The company also owns and operates sports content brands including GiveMeSport.
Product overview
Snack Media is a digital sports network and content marketing company operating a platform-plus-services architecture. The core offering consists of the SnackLabs proprietary adtech platform powering a network of 400+ publishing partners with 7 billion monthly impressions and 130 million unique users. Beyond the ad network, Snack Media owns and operates content brands including GiveMeSport (26M+ social fans) and GiveMeSport Women. Services include end-to-end publisher monetisation, direct demand access beyond programmatic, sponsorship activation, publisher dashboard tools, and a referral programme. The company was founded in 2007 and acquired by Valnet in 2023.
Differentiator
Problem solved
Functional benefit
Brands
- GiveMeSport: The largest sports Facebook page in the world with over 26M fans, covering all sports with a strong focus on football and combat sports, producing original video, imagery and editorial content 24/7
- Snack Gaming
- SnackLabs
- GiveMeSport Women
- Snacktivism
- The Football Terrace
Products and services
- Snack Media Publisher Network End-to-end inventory monetisation service for publishers, offering proprietary adtech, direct demand access, cost optimisation, and 360 services including bidding, SEO, hosting, CDN, and tech support.
- SnackLabs Proprietary adtech platform powering Snack Media's advertising network with 7 billion monthly impressions across 400+ publishing partners. Enables header bidding, inventory optimisation, and innovative ad units.
- Sponsorship Activation Services
Quantifiable outcome
- 3.5x+ increase in monthly in-stream ad earnings for GiveMeSport after video strategy shift
- +3 more outcomes
Companies that use Snack Media
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Snack Media technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature3 records
Snack Media partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- The Football TerraceminorSnack Media acquired The Football Terrace, one of the largest non-club specific YouTube fan channels, expanding their video content portfolio and social reach.
- Lewes FCminorGiveMeSport Women adopted Lewes FC for the season as an official club, including monthly columns, regular interviews with women's team, and entertaining social videos. Partnership promotes the club's fan ownership initiative.
- NFLcoreSnack Media has a long-standing advertising partnership with the NFL dating back to 2013, exclusively commercialising NFL.com and mobile apps in the UK and Ireland, expanding to include the Irish market. They sell display and video advertising and provide 'tune in' messaging to grow NFL fans in the UK.
- GiveMeSportcoreAcquired by Snack Media, GiveMeSport is the largest sports Facebook page in the world with over 26M fans. Snack Media invested in the team and improved content variety, achieving record performance with 6x+ increase in 1+ minute views.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
Snack Media competitors and assessment
Company assessmentDirect peers
- Minute Media: Global sports media and technology company operating The Players' Tribune, FanSided, and 90min. Directly comparable as a sports-focused digital publisher network monetising owned-and-operated inventory via proprietary adtech, similar to Snack Media's GiveMeSport + SnackLabs model.
- Outbrain: Native advertising and content discovery platform powering publisher monetisation through programmatic and direct demand. Comparable as a digital adtech company enabling publishers to monetise content with header bidding and direct demand integrations, similar in architecture to SnackLabs.
- Taboola: Public content discovery and native advertising platform powering publisher monetisation for 9,000+ partners. Directly comparable as an adtech-led publisher monetisation business with header bidding and direct demand - a larger, public-market proxy for Snack Media's network model.
- Whistle Sports (now Whistle): Sports-focused digital media company producing social-first video content for Gen Z sports fans and monetising via brand partnerships. Comparable as a sports social content network with endemic advertiser relationships, similar to Snack Media's GiveMeSport vertical.
Broad incumbents
- Infront Sports & Media: International sports marketing company handling media and marketing rights for major sports federations and events. Comparable as a larger player in sports sponsorship and rights commercialisation with overlapping advertiser access and rights-holder relationships.
- DAZN Group: Global sports streaming and media platform with advertising and rights commercialisation businesses. Comparable as a larger player operating in sports media rights and ad monetisation across multiple geographies, overlapping with Snack Media's sponsorship activation and rights-holder commercialisation.
- Sportradar: Public sports data and technology company offering content, advertising, and media rights services to sports leagues and media companies. Comparable as a tech-enabled sports media business serving rights holders with monetisation tools at global scale.
Emerging players
- GumGum: Contextual advertising company using AI to power in-image, in-screen, and contextual ad placements. Directly comparable as an existing Snack Media technology partner and a contextual adtech provider serving the same sports publisher ecosystem.
- The Athletic: Subscription-based sports media publisher (owned by The New York Times). Comparable as a premium sports content brand monetising engaged sports audiences, providing a useful proxy for the value of owned sports audiences similar to Snack Media's GiveMeSport.
- Engine Sport (within Engine Group / M+C Saatchi Sport & Entertainment): Sports sponsorship and brand experience agency (formerly ENGINE Sport & Brand Experience, where Snack Media's Non-Exec Creative Director previously led). Comparable as a sport-focused sponsorship activation and brand experience provider working with endemic/non-endemic advertisers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Snack Media social profiles
Digital presenceSnack Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
Snack Media leadership team
Management profileNumber of profiles
Profiles7 records
Snack Media subsidiaries and ownership
Company hierarchySubsidiaries6 records
Snack Media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Snack Media M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Snack Media
What does Snack Media do?
Snack Media is a digital sports network and adtech-enabled media agency that monetises sports and entertainment content on behalf of premium publishers and rights holders. It operates a proprietary SnackLabs adtech platform across a network of 400+ publishing partners generating 7 billion monthly impressions, offering end-to-end inventory monetisation, header bidding, direct brand demand, and sponsorship activation services. The company also owns and operates sports content brands including GiveMeSport.
Is Snack Media a public or private company?
Snack Media is a private company. It is classified as corporate owned and is currently operating.
When was Snack Media founded?
Snack Media was founded in 2007. It employs 51 to 100 people.
Where is Snack Media based?
Snack Media is headquartered in London, United Kingdom, in the Europe region.
How does Snack Media make money?
Five revenue lines are on record. Programmatic Advertising is the primary driver. The others are direct Demand / Brand Deals, publisher Network Commission, sponsorship Activation Services and in-Stream and Branded Content.
Who are Snack Media's main competitors?
Direct peers on record are Minute Media, Outbrain, Taboola and Whistle Sports (now Whistle). Broad incumbents are Infront Sports & Media, DAZN Group and Sportradar. Emerging players are GumGum, The Athletic and Engine Sport (within Engine Group / M+C Saatchi Sport & Entertainment).
Does Snack Media have an API?
No public API is recorded for Snack Media.
What industry is Snack Media in?
Snack Media's product category is Digital Sports Advertising & Media Network. Its primary akta.pro industry code is BPAFABAH, Sponsorship & Sports Media Rights Buying. Its NAICS code is 54183.