Sky sinks £0.3m into mobile app firm InCrowd

Sky looked to increase its already strong relationship with sports fans on Wednesday, investing £0.3m into UK-based technology firm InCrowd.

The FTSE 100 broadcaster and telecoms provider said the investment followed a series of partnerships with other technology firms in the US.

InCrowd specialises in developing mobile apps, which offer real time content, match analysis and interactive games, aimed at clubs and rights holders as a way to interact with fans.

Sky Sports would now work with InCrowd to explore ways of delivering the best content to sports fans.

The company would also partner with InCrowd, which has developed a system to allow phones to share connectivity rather than compete for it, to develop in-stadia connectivity further through Sky's Wi-Fi subsidiary The Cloud.

"This is the latest in a series of investments in prineering technology companies, which we know bring real benefits to customers", said Sky director of corporate development and straegic investments Emma Lloyd.

"We're really looking forward to working with InCrowd, a company that shares our passion for innovation, and for finding new and exciting ways to deliver content", she added.

Co-founder and CEO of InCrowd, Adrian Cooney, described Sky as world leaders in delivering sports content to fans.

"We're actually incredibly excited to be working with them to explore new ways of engaging with fans", he said.