The video-based social network for the top sports broadcasting you never get to see

Founder: Simon Walker
Launched: December 2012

For a few, short, glorious weeks the world’s best fencers, sailors, modern pentathletes and even dressage horse-and-rider teams had us in their thrall. But when Olympic fever subsided and the red button on the remote failed to serve the best of marginalised sports, we moved on.

Committed amateurs and sports federations across the globe didn’t, yet were left bereft once more. Until now. Video-based sports social network Insportive aims to be the enthusiast’s very own red button, providing a digital platform for sports broadcasting that previously remained ‘in the can’ never to see the light of day.

Started by entrepreneur and former BBC, EMAP and EMI executive Simon Walker, Insportive’s mission is to turn nation’s love affair with the London Olympics into a level of deeper engagement and funding for British sport via its advertising-based revenue model.

This ‘overspill’ broadcast content will be available free for users and launches with a ‘director’s cut’ of London 2012 on Sunday, as a complement to BBC’s Sports Personality of the Year. In addition to its platform, the site’s digital TV channel will be available to 12 million registered users of the UK’s most popular digital TV aggregator,

In 2013, the company will expand, including taking offices in Salford’s MediaCityUK, next to the base of BBC Sport. Endorsed by Air Miles founder and deputy chairman of LOCOG Sir Keith Mills and backed by an elite group of angel investors, Insportive is the latest business to emerge from boutique digital media incubator Maidthorn Partners.

The firm started by Walker and Debbie Wosskow, the team behind holiday home exchange website Love Home Swap and digital arts experience, hopes Insportive will take grassroots sports to the UK masses – and then the world.


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