Video-based start-up for marginalised sports launches

Insportive launches in conjunction with BBC’s Sports Personality of the Year

Insportive, a free video-based platform for exclusive sporting content has gone live today.

Founded by co-founders of home-swapping site Love Home Swap Debbie Wosskow and former BBC executive Simon Walker, the company will enable users to view the un-broadcasted coverage of elite-level, but more niche, sports..

The platform, which has been endorsed by Air Miles founder and deputy chairman of LOCOG Sir Keith Mills and backed by an elite group of angel investors, will launch with a ‘director’s cut’ of London 2012 on Sunday, to coincide with BBC’s Sports Personality of the Year. Mills said: “Insportive builds on the amazing spirit of London 2012 – inspiring, innovative and inclusive. We look forward to working with them to cement the legacy of the Games.”

In addition to the website, which is the latest venture from boutique digital media incubator Maidthorn Partners, Insportive is set to launch a digital TV channel live on the UK’s most popular TV aggregator, TV Catchup.

Named in the Startups top 20 start-ups of 2012 today, Insportive, which will be advertising-funded, has been welcomed by national federations and the elite athletes involved in more niche sports..

Bobby White, captain of Great Britain’s Olympic handball team, said: “Insportive is a fantastic platform for people to learn and engage in sport and can help facilitate and drive the legacy of the Olympic and Paralympic Games.”

Simon Walker, founder and chief executive of Insportive plans to expand into offices in Salford’s MediaCityUK next to the base of BBC Sport in 2013.

He commented: “Not only are we excited about creating an innovative consumer proposition – think Facebook meets Grandstand – we’re also proud that Insportive is a force for good, encouraging participation and enjoyment of every kind of sport.”

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