Sports technology firm lands £20 million backing

A sports technology business has secured a £20 million investment to accelerate product development and expand into international markets.

Warrington-based Urban Zoo has received the funding from growth capital investor BGF, with the backing set to support the development of its proprietary technology while driving expansion, particularly across North America.

Founded in 2013, Urban Zoo develops digital platforms for sports clubs, brands and governing bodies, spanning mobile, web, streaming, e-commerce and retail to help organisations engage fans and generate new revenue.

Its flagship Gamechanger® platform has helped the company establish a strong presence in the UK sports market, with customers including football clubs Aston Villa, Everton and Celtic, as well as the Professional Darts Corporation, Motocross GP and the Rugby Football League.

As part of the investment, Geoffrey Finlay has been appointed non-executive chair through BGF’s Talent Network.

He brings more than 35 years’ experience of leading and scaling technology businesses, having previously served as chief executive of Lysanda and nCipher.

Chris Grannell, chief executive at Urban Zoo, said: “Over the last 13 years, Urban Zoo has created a strong foothold in the UK sports market, working with some of the biggest brands, clubs and governing bodies to deliver digital platforms that engage fans around the world.

“We have a massive opportunity to take our platform into key global markets. 

“To maximise that opportunity and accelerate our strategic ambitions, we recognised the need to form a strong investment partnership. 

“BGF was the standout choice following a competitive approach, based on its tangible value creation support and unique investment model. 

“We’re very excited about the journey ahead.”

Rhys Davenport, investor at BGF, added: “We’ve developed a close working relationship with Urban Zoo over the last five years, seeing them go from strength to strength. 

“That relationship has helped to underpin a flexible deal, cantering on value creation and long-term, patient growth capital.

“The company’s proven traction in the UK market creates a strong foundation for a significant scaling opportunity, with global potential and the ability to position itself at the forefront of the digital sports market. 

“We’re delighted to be working with Chris and the team.”

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