BSkyB Invests in YouTube Network Whistle Sports

LONDON: Sky has invested $7 million in Whistle Sports, a U.S. sports-focused online video network that caters to a young Millennial demo.

The two will be working together to create new content for younger sports fans. Whistle Sports features a host of online personalities who create original video content themed around sports, sports brands and franchises. Its video library covers such sporting disciplines as basketball, baseball, soccer and American football, along with emerging categories such as football freestyle, skateboarding, trick shots and ultimate frisbee.

Barney Francis, the managing director of Sky Sports, commented: “Whistle Sports has very quickly established itself in the U.S. as a major new sports network. We see lots of potential to harness Sky Sports’ content and relationships with major sports bodies and brands to work alongside Whistle Sports’ talent network. We look forward to exploring opportunities to collaborate on video content that helps broaden engagement in sport, especially for younger audiences.” 

Emma Lloyd, the director of corporate business development at Sky, added: “This latest investment reflects our ambition to partner with pioneering startups that can help extend our leadership in content distribution, especially online and on mobile. We are committed to developing partnerships right across our business that support and extend our leadership position in technology and innovation.”

John West, the founder and CEO of Whistle Sports, said: "This partnership is a tremendous fit for us, given our focus on international expansion. Sky is a recognized leader in sports entertainment and delivery and brings to the partnership some of the highest quality creative and production teams in sports. We look forward to connecting them with our rapidly growing audience and community of creators."