Leeds United co-owner Andrea Radrizzani has acquired a stake in Sponix, a sports technology start-up based in Doha, via his investment vehicle Aser Ventures. The company was founded in 2020 by Qatari-based sports technology entrepreneur Mohammad Ali Abbaspour, and specialised in software built into sports broadcasting.
The start-up have developed technology that allows broadcasters to tailor in-stadia advertising boards directly from their live matchday feeds, as well as first-person immersive angles for match replays.
The investment group will be able to feed the technology into its portfolio, which includes Leeds as well as broadcaster Eleven Sports. Aser said that the Sponix’s perimeter advertising technology ‘creates the opportunity for broadcaster-controlled, fully bespoke perimeter board advertising for the first time.’
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Radrizzani said: “At Aser we want to invest in cutting edge ideas, world class people, and services that complement and enhance our wider portfolio. Mohammad and his team deliver on all these points. We are excited to welcome Sponix Tech to the Aser family and to work with them to grow their business and unlock new value for partners and fans around the world.”
Aser Ventures have recently bought stakes in a host of companies, including US-based digital media entity Team Whistle, Sweden-based digital marketing agency Creed Media and MyCujoo football streaming platform and its streaming technology.
Radrizzani is chairman and co-owner of Leeds, controlling a 56% stake in the club, while 49ers Enterprises — the investment arm of NFL franchise the San Francisco 49ers — have gradually increased their share to the current 44%.
Those shareholders have invested around £45million this summer with the signings of Brenden Aaronson, Rasmus Kristensen and Marc Roca.
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