BSkyB has invested $7 million (€5.5 million) in the sport-focused cross-platform network Whistle Sports.
The two companies are looking at working together to create new content for younger sports fans, partricularly ‘young millennials’.
Sky’s partnership with Whistle Sports follows recent investments in Pluto.TV, the online video aggregator and the US ad tech firm Sharethrough.
It has previously invested in a number of other pioneering US technology companies, including the IP streaming service provider Roku, the immersive 360 video specialists Jaunt and the video delivery firm 1 Mainstream.
Whistle Sports has a rapidly growing library of videos covering a wide variety of sports including basketball, baseball, football and American football, alongside emerging sports such as football freestyle, skateboarding, trick shots, and ultimate frisbee.
It has over 8.3 million subscribers, more than 192 channels and over 1.25 billion views.