IEC old boys invest in OTT youth sports company
By Martin Ross
DMC in Sports, a media rights, production and digital services company set up by former executives at the IEC in Sports agency, has invested in Sportway, a production and live streaming firm focusing on showcasing youth sports in Sweden.
The Stockholm-based DMC in Sports, which was formed at the start of the year by Daniel Franck, Jonas Persson and Johan Hedblom, is to manage the operation of Sportway and provide resources for production, technology and sales.
Sportway, whose board members also include Fifa referee Jonas Eriksson, a former partner at IEC in Sports, produces and live-streams leading youth events across Sweden on its website and mobile app, with a mixture of free, pay-per-view and advertising-funded content.
The deal represents DMC in Sports’ first investment in a company and first project covering all of its business activities.
Last year, Franck, the former chief executive at the Lagardère-owned IEC in Sports agency, bought the technical distribution facility in Stockholm from Lagardère Sports, teaming up with former colleagues and investors Hedblom, who managed the facility, and Persson, another former chief executive at IEC in Sports [the IEC in Sports name disappeared in 2015 as Lagardère Sports brought its agencies under one brand].
Franck said today: “Sportway has a unique product and a very strong content offering. We are convinced that together we can develop the business even further and create the right conditions for raising the profile and increasing the accessibility of youth sports. The ambition is to take Sportway to the next level in terms of content, quality and broadened distribution.”
Having also founded the new XVI Sports agency last year with Magnus Tegel, another former IEC colleague, Franck is now focusing on DMC in Sports given the increased workload involved.
XVI Sports, which teamed up with the Pitch International agency on its rights sales business, is being run by Tegel.
Staffan Dahl, the chief executive of Sportway, attended Sportel for the first time last year as he looked to ramp up the activities of a service he founded in 2014.
He remarked: “It is incredibly positive for Sportway that DMC chooses to invest in the company. The DMC team’s skills and experience in the production, broadcasting and commercialisation of sports, and sport media rights, will help drive our ability to produce and acquire content and media rights.
“With DMC's national and international network and organisation we will get access to a broader range of sports and markets, both inside and outside Sweden.”
Since launching at the start of the year, DMC in Sports has provided production services to different agencies and host broadcasters, including Lagardère Sports, and worked on media rights with various ice hockey and soccer bodies in Sweden.