By Ed Ballard
LONDON--British Sky Broadcasting Group PLC (BSY.LN) has invested
$7 million in Whistle Sports, a New York-based digital sports media
network.
BSkyB said the companies will "work together on creating
exciting new content for younger sports fans, particularly 'young
millennials'."
Whistle Sports has a rapidly growing library of videos covering
various sports as well as celebrities and sports brands, BSkyB
said.
"The partnership ... builds on Sky's ongoing program of
investing in innovative startups that help Sky bring new ideas,
insight and services into its business," it added.
Previous deals include investments in 360-degree virtual reality
cinema firm Jaunt, internet T.V. streaming device maker Roku and
digital T.V. platform 1 Mainstream.
Write to Ed Ballard at ed.ballard@wsj.com
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