BGF backs sports tech firm Urban Zoo with £20m for US push
What's the deal? Urban Zoo, a Warrington-based sports technology company, has raised £20 million in growth equity from BGFDealroom has a profile for this one. Try Dealroom →. The funding will support development of its proprietary technology and expansion into international markets, particularly North America.
What does it do? Founded in 2013, Urban Zoo builds digital platforms for sports brands, clubs, and federations across mobile, web, streaming, e-commerce, and retail. Its all-in-one product, Gamechanger, streamlines content workflows and powers data-rich websites and apps.
The traction: Urban Zoo works with more than 60 professional clubs across the English and Scottish football leagues, including Aston Villa, EvertonDealroom has a profile for this one. Try Dealroom →, and Celtic. Its clients also span the Professional Darts Corporation, Motocross GP, and the Rugby Football League.
Why BGF? The investor was chosen after a competitive process. "BGF was the standout choice following a competitive approach, based on its tangible value creation support and unique investment model," said chief executive officer Chris Grannell.
The new hire: Geoffrey Finlay, former chief executive officer of Lysanda and nCipher plc, joins as non-executive chair. Appointed through BGF's Talent Network, he brings more than 35 years' experience scaling technology businesses — support that underscores the deal's focus on international growth.
Why now? BGF and Urban Zoo have worked together for five years, according to BGF investor Rhys Davenport. That relationship "helped to underpin a flexible deal, centering on value creation and long-term, patient growth capital," he said.
The signal: BGF, one of the UK's most active growth investors, is betting that Urban Zoo's UK foothold can translate abroad. The involvement of a lead investor of that profile marks the round as a notable vote of confidence in the digital sports market.
Read more: BusinessCloud
