My Sport Live

What My Sport Live does

My Sport Live (MSL) is an Australian sports media and broadcasting company founded in 2013 by Andrew Weiss and headquartered at 300 Carlisle Street, St Kilda, Melbourne. The company produces and distributes live and on-demand video coverage of grassroots, community, and non-mainstream sporting events across more than 35 sports, serving state sporting organizations (Cricket Victoria, Hockey Victoria, Baseball Victoria, Tennis Australia, etc.), national federations (Table Tennis Australia, Karting Australia, Australian Dragon Boating Federation, GPC Australia), and event properties (VAFA, Victorian Athletic League, Arnold Sports Festival).

MSL's core technology is a proprietary OTT streaming platform (watchmysportlive.tv) accessible via web and native apps across iOS, tvOS, Android, and Android TV. The platform supports multi-camera live streaming, broadcast graphics and scoring-system integration, on-demand replay, and a content library currently holding more than 5,000 events and 10,000+ hours of archived content. It is complemented by an in-house production-services portfolio covering livestreaming, video production, studio hire (including a custom green-screen studio in Melbourne), podcasting, social-media management, and member-engagement services.

The business operates a hybrid B2B/B2C revenue model. B2B revenues are generated through tailored production-service contracts and platform-distribution deals with sporting organizations (pricing is customized per client and budget), plus a Broadcast Grant Program (launched 2026) offering up to $5,000 per grant to selected recipients. B2C revenues flow through consumer subscriptions (USD $5/month or $50/year with a 7-day free trial), pay-per-view for marquee events (e.g., ProRaw powerlifting, Over The Top Armwrestling), rentals, and sponsor-supported free streaming. Distribution occurs via the proprietary platform/apps, distribution partnership with News Corp's KommunityTV, and direct-to-client channels such as Facebook and Livestream. In 2025, Andrew Weiss took sole ownership of the parent Eskimo Media Group (which also owns the adjacent non-sport brand My Event Live), and Kristie Middleton was appointed CEO to lead the next phase of growth.

Name

My Sport Live

Legal name

My Sport Live

Website

https://mysportlive.tv

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

My Sport Live is an Australian sports media company that produces and distributes live and on-demand broadcasts of grassroots and non-mainstream sport via its proprietary OTT platform and apps, serving state and national sporting organizations, clubs, and event properties across 35+ sports.

Ownership category

akta.pro rank

Product category

Sports Broadcasting Platform

NAICS

Spectator Sports (71121), Spectator Sports (7112), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900), Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Sports Streaming Distribution & App Platforms (CTV, Mobile, Web) (MPAKAOAL)

akta.pro secondary industries

Sports OTT Aggregators & Bundling Services (MPAKAOAB), Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH)

Keywords

• Sports broadcasting services
• Live streaming platform
• OTT video platform
• Sports media production
• Video content distribution

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Access: Monthly or annual subscription ($5/month or $50/year) providing access to the MSL platform content library, live events, and on-demand replays. Includes 7-day free trial.
2. Pay-Per-View: Specific matches, events, or competitions available for a set fee. Used for major events like powerlifting championships and armwrestling competitions.
3. Rental Model: Content available for rental on a temporary basis.
4. Free Streaming: Free live and on-demand content supported by channel sponsors and partners.
5. Production Services: Livestreaming, video production, studio hire, social media management, podcasting, event media, and member engagement services offered as professional services to sporting organizations. Packages are tailored based on client needs with options for various budgets.
6. Platform Distribution Services: Content hosted and distributed through the My Sport Live platform or app, providing monetization opportunities for sporting organizations.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

My Sport Live is a sports media and broadcasting company that provides end-to-end production and distribution services for sporting organizations in Australia. Its core offering is the proprietary MSL OTT Platform (with iOS, tvOS, Android, and Android TV apps) supporting live streaming, on-demand access, and content monetization via free, subscription, rental, and pay-per-view models. This is complemented by a portfolio of professional services including livestreaming, video production, video recording, studio hire, social media management, event media, podcasting, and member engagement, tailored to fit any organizational budget.

Product overview

My Sport Live operates as a sports media and broadcasting company offering a unified platform-plus-services model. The core offering is the MSL OTT Platform (available at watchmysportlive.tv) with companion mobile and TV apps (iOS, tvOS, Android, Android TV) that enables live streaming, on-demand access, and content monetization through subscription, rental, or pay-per-view models. This platform is supported by an extensive service portfolio including livestreaming, video production, video recording and uploading, studio hire, social media management, event media, podcasting, and member engagement services. The company also offers a Broadcast Grant Program providing up to $5,000 in production services to qualifying sporting organisations.

Differentiator

Problem solved

Functional benefit

Products and services

• MSL OTT Platform Proprietary over-the-top (OTT) streaming platform for distributing sport content with live streaming, on-demand access, pay-per-view, rental, and subscription options. Accessible via web platform and native apps for multiple devices. Designed for sporting organizations to monetize content directly.
• MSL Mobile and TV Apps Native applications available across iOS, tvOS, Android, and Android TV platforms for viewing MSL streaming content on mobile devices, tablets, and smart televisions.
• Livestreaming Professional live broadcasting service with multi-platform streaming, single or multi-camera productions, television-quality output, scores and stats integration, commentary, and graphics suites. Covers sporting events as well as conferences, forums, meetings, seminars, and AGMs.
• Video Production End-to-end video content creation service including video packages, online content, conference and seminar videos, event highlights, social media clips, and digital advertising campaigns.
• Video Recording & Uploading Match day filming service with end-to-end recording and uploading solutions for capturing and distributing sporting event content to online platforms.
• Studio Hire Custom studio facilities in Melbourne with green-screen capabilities for creating panel shows, talk shows, and promotional videos. Available for individual hire or as part of MSL projects.
• Social Media Management Social media management service with over 15 years of experience working within media for sporting organizations. Includes tailored plans, frequency management, and engagement strategies.
• Event Media Services Comprehensive event media service including social media management, press releases, features, media outlet management, and promotional services for sporting events.
• Podcasting Audio communication service including custom studio recording, end-to-end delivery from concept to distribution, storyboarding, pre-podcast planning, editing, and distribution capabilities.
• Member Engagement Member communication and engagement services including e-newsletters, articles, websites, social media management, and strategic communications and media planning for sporting organizations.
• MSL Broadcast Grant Program Broadcast production grant program offering up to $5,000 in broadcast production support to eligible sporting organizations, with grant categories covering summer series, championship events, and community impact initiatives.

Quantifiable outcome

• Over 1 million views recorded through the first four months of 2018 alone
• +4 more outcomes

Named customers29 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

24 partnerships are on record, tiered core and minor.

• NRL VictoriacoreStrategic or Co-development Partner · 1 January 2023First-time live broadcast of Storm Premiership season matches for Men's First, Second, Third Grade and Women's First Grade. Weekly content plus on-demand uploads. Historic partnership bringing regular season rugby league to MSL platform.
• South Metro Junior Football LeaguecoreStrategic or Co-development Partner · 1 January 2023Three-year partnership (2023-2025) as Official Broadcast Partner. 3 matches per round plus 51 Grand Finals. Includes AFL Victoria Metro Junior Development Series. Expanded from 2022 Grand Finals partnership.
• Victorian Athletic LeaguecoreStrategic or Co-development Partner · 1 January 2022Major broadcast partnership with 17+ VAL events per season (2023/24) including Frankston Gift, Ballarat Gift, Keilor Gift, and other prestigious athletics events. Expanded from 6 events in 2022-23 to full-season coverage. Events available live and on-demand via MSL platform.
• Australian Dragon Boating FederationcoreStrategic or Co-development Partner · 1 January 2022Historic three-year agreement (2023-2025) to broadcast AusChamps championships. MSL as official broadcast partner including event sponsorship. 2023 event held at Gateway Lake, Albury Wodonga with 5-day competition featuring significant drone footage.
• Rugby VictoriacoreStrategic or Co-development Partner · 1 January 2021Partnership to broadcast Dewar Shield and Lindroth Cup premier competitions live each round. Extended to include Women's competition. Free coverage via Rugby Victoria Facebook with on-demand on MSL platform.
• Disability Sport & RecreationcoreGTM or Marketing Partner · 1 January 202012-month partnership to provide greater exposure to disability sport. MSL offers webcasting services to sporting organizations within Victoria. MSL also sponsors the Male Sportsperson of the Year award at Victorian Disability Sport and Recreation Awards. Partnership includes broadcasting events including VWFL, VEWSA competitions, and Hockey Victoria disability programs.
• Baseball VictoriacoreStrategic or Co-development Partner · 1 January 2020New media deal in 2020 to broadcast VSBL Men's and Women's Grand Finals across multiple divisions. Expanded to regular season coverage including Men's State League matches broadcast on select Thursday nights.
• News CorpcoreChannel Partner/ Reseller/ Distributor · 1 January 2020Content distribution partnership through KommunityTV platform. Some sports content (e.g., Hockey Victoria Premier League) exclusive to News Corp subscribers. Multi-platform distribution including VAFA content.
• My Event LiveminorOthers · 1 January 2020Sister company under Eskimo Media Group relaunched in March 2020 to provide streaming, video, and media solutions for all industries. Hosted events, seminars, and panels for non-sport sectors including partnership with Karralyka Centre for musical productions and concerts.
• Anytime Fitness AustraliacoreGTM or Marketing Partner · 1 January 2019Major channel sponsor for MSL with 3+ year partnership. Joint AF Livestreaming Grants Program providing $30,000 in 2019 (expanded in 2020) to allow Victorian sporting clubs to livestream marquee events for free. Anytime Fitness is Australia's biggest gym chain with 500+ clubs and 500,000+ members nationally.
• Darts AustraliacoreStrategic or Co-development Partner · 1 January 2019Long-standing media partnership extending beyond livestreaming to include website and social media operations management. MSL broadcasts Australian Open, Australian Championship, Pacific Darts Masters, and Indigenous All Stars events. Multiple years of successful collaboration with consistent quality production.
• GPC AustraliacoreStrategic or Co-development Partner · 1 January 2017Streaming ProRaw and BigDogs events since 2017. 2023 deal covers 7 events including GPC Nationals in Newcastle, ProRaw championships, State Titles, and Masters Nationals. ProRaw events as pay-per-view exclusive to MSL platform.
• Sports Environment AlliancecoreGTM or Marketing Partner · 1 January 2016Official media partner and sponsor of annual #SEAChanger Awards, which celebrates individuals and organizations in sport making positive environmental contributions. MSL has livestreamed the awards ceremony at the Melbourne Cricket Ground. Partnership dates back to 2016.
• VAFA (Victorian Amateur Football Association)coreStrategic or Co-development Partner · 1 January 2016Eight-year partnership covering William Buck Premier Men's, Premier B and C Men's, and William Buck Premier Women's. 400+ games per season with over 350 games uploaded to portal each year. Quarter-by-quarter filming and uploading for comprehensive coverage.
• Cricket VictoriacoreStrategic or Co-development Partner · 1 January 2015Landmark media deal for exclusive livestreaming of 2021 Game Clothing Premier League, Junior State Championships, and Junior Country Championships. Previously shown on Facebook and Livestream, now exclusive to News Corp subscribers. Partnership continues since 2015.
• Karting AustraliacoreStrategic or Co-development Partner · 1 January 2014Decade-long partnership (10+ years) showcasing LIVE and exclusive coverage of every round of the Australian Kart Championship. 2023 agreement covers all five rounds plus state championships, Victorian Country Series, and multiple other events. All content on MSL platform with annual subscription offering 30+ days of karting action.
• Table Tennis AustraliacoreStrategic or Co-development Partner · 1 January 2013Longest-running national partnership since 2013. MSL broadcasts all national level events including National Championships (8 days), National Veterans Championships (4 days), TTA Tour events, and National Hopes Challenge. Partnership has delivered thousands of table tennis matches across club, state, national, and Oceania levels.
• Arnold Sports FestivalcoreStrategic or Co-development Partner · 1 January 2013Six-year broadcast partnership for Arnold Sports Festival (formerly FitX expo). Founded by Tony Doherty of Doherty's Gym. High-quality coverage bringing audiences closer to action at one of Australia's largest fitness expos.
• National Sports ConventionminorGTM or Marketing PartnerIndustry partner listed in the Our Partners section. Annual convention for sports industry professionals.
• VicSportminorGTM or Marketing PartnerVictorian sports industry body partnership. Peak body for sport and active recreation in Victoria.
• Maddie Riewoldt's Vision / MRVminorGTM or Marketing PartnerCharitable partnership supporting bone marrow failure syndrome research. Listed in partner section.
• VodafoneminorGTM or Marketing PartnerCorporate partner supporting broadcasting operations, listed in partner section.
• Anytime Fitness (through Anytime Fitness Grant Program)minorGTM or Marketing PartnerDistribution partner for grant program helping local clubs stream events. Anytime Fitness Local Area Marketing representative Fred Drew involved in selecting grant recipients.
• Eskimo Media GroupcoreOthersParent company of My Sport Live and My Event Live. In 2025, Managing Director Andrew Weiss took sole ownership of the group from Eskimo Media Group.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• DAZN: Global sports OTT streaming service with subscription and PPV models. Comparable as a sports streaming platform with monetization, though focused on premium combat sports rights rather than grassroots.
• Optus Sport: Australian subscription sports streaming service operated by Optus. Operates in the same Australian sports streaming market but focused on premium rights (Premier League, etc.) rather than grassroots.
• Sportradar: Global sports data and content company providing data feeds, OTT solutions, and media services to sports organizations. Comparable in the sports content/streaming infrastructure layer with broader scale.
• Vimeo OTT: White-label OTT platform used by media companies and sports organizations to distribute subscription and transactional content. Comparable as a video streaming platform serving content owners with monetization.

Emerging players

• Catapult Sports: Australian sports technology company providing athlete tracking and performance analytics. Comparable as an Australian sports tech vendor serving sporting organizations, though focused on performance data rather than broadcasting.
• Hudl: Global sports video analysis and streaming platform serving teams, clubs, and leagues. Comparable in offering video capture, distribution, and engagement tools to sporting organizations, with broader analytics focus.

Direct peers

• StreamShark: New Zealand-based live streaming and OTT platform for sports, events, and enterprises. Closest direct competitor in the Asia-Pacific sports streaming space with similar B2B orientation and white-label OTT capabilities.
• Komo Technologies: Australian digital fan engagement and content platform for sports organizations. Compares directly as a B2B sports media/streaming provider serving Australian leagues and clubs with monetization tools.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MySportLive
• LinkedInlinkedin.com/company/my-sport-live
• Instagraminstagram.com/mysportlive
• Xx.com/mysportlive

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 My Sport Live