FremantleMedia Backs Digital Football Media Start-Up


LONDON: FremantleMedia has invested in Squawka, a football media company that produces more than 180 pieces of content a day.

FremantleMedia has picked up nearly a 35 percent share, with options to increase in the future. Other backers in Squawka, which has raised a total of £5 million in funding since launch, include sports management firm Doyen Group, Zag Limited (ventures arm of ad agency BBH, part of Publicis Groupe), Spark Ventures Chairman Thomas Teichman (, Moshi Monsters, Not On The High Street, OpenX), Forward Partners (including founder Neil Hutchison), Sir John Hegarty, as well as a number of digital entrepreneurs.

Squawka reaches more than 5 million fans worldwide every day and its content was organically viewed 2 billion-plus times in 2015. The investment complements The Football Republic (TFR), the football fan network run by Shotglass Media, FremantleMedia’s U.K. digital studio. The companies will work together to create new editorial strands using Squawka’s data and content with TFR’s fan base, sharing on and off-screen talent across both properties and offering brands opportunities.

Kat Hebden, the managing director of Shotglass Media, said, “Squawka’s sophisticated data-driven content alongside the scale and engagement of The Football Republic are a powerful combination. Football fans want to be at the heart of the conversation, they want passion and authenticity, and they have an appetite for visualized stats and metrics. No other football proposition on the market can offer that.”

Squawka’s co-founder and CEO, Sanjit Atwal, said, “Squawka has done a brilliant job of not only creating, but also cementing an enviable position in the digital ecosystem for football fans. By working with FremantleMedia and Shotglass we are able to offer both fans and brands an unrivaled proposition in the world’s biggest sport.”

Matthew Kay, the managing director of Doyen Global, said, “We are excited to have FremantleMedia join the ownership group of Squawka. FremantleMedia is a recognized and powerful force in the global content space; its influence and resource will undoubtedly help take Squawka to the next level.”