Proper Sports Media Expands Football Portfolio with Score90 Acquisition

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Proper Sports Media Acquires Majority Stake in Football Publisher Score90

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London, United Kingdom – February 3, 2026 – Proper Sports Media, a prominent multi-sport digital media organization based in London, has announced its acquisition of a majority ownership position in Score90, a rapidly growing football-focused digital publisher. This strategic move signals a continued trend of consolidation within the United Kingdom’s competitive sports media landscape as companies strive to expand their reach and capitalize on the fervent global interest in football.

expanding Digital Football Coverage

The acquisition integrates Score90 into Proper Sports media’s expanding portfolio, bolstering its presence in football content creation, advertising, and brand partnerships. football remains the most consistently watched sport across digital platforms in the UK,with publishers intensifying their efforts to engage younger demographics through dynamic short-form and in-depth long-form video content. According to Statista,approximately 68% of UK adults follow football,demonstrating the sport’s unwavering popularity. [https://www.statista.com/statistics/799080/football-followers-in-the-united-kingdom/]

Score90’s Rise and Founding Story

Score90 was originally founded by Filip Hennig and cultivated with the support of his brothers, establishing itself as a digital-first media business dedicated to the world of football. The publisher leverages social media platforms to deliver content centered around football culture, player profiles, and comprehensive coverage of major competitions, resonating particularly with audiences in the UK and across europe. The company has amassed a meaningful following, exceeding 20 million followers and generating over 600 million monthly views.

Investment in Content and Commercial Growth

Following the acquisition, Proper Sports Media intends to considerably invest in Score90’s production and commercial infrastructure. this includes a broadened scope of long-form football content, an increase in real-world video production, and the development of innovative digital formats to cater to both audiences and commercial collaborators.This investment reflects a broader industry trend; a recent Deloitte report highlighted a 15% increase in investment in digital sports media companies in 2025. [https://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/sports-media-trends.html]

industry Consolidation and Leadership perspectives

This deal underscores the continued consolidation occurring within the UK sports media sector, as London-based media groups strategically seek to gain scale and achieve international expansion through established football platforms. arthur Thompson, Co-Founder of Proper Sports Media, articulated his enthusiasm, stating, “Score90 embodies the values we champion at Proper Sports Media – innovation, authenticity, and a firm dedication to quality. The Score90 team has achieved something remarkable, and we are excited to support their continued growth.”

filip Hennig, Founder of Score90, echoed this sentiment, explaining, “This partnership empowers us to accelerate our vision as Score90 enters its next chapter. We’ve built a highly recognized football social media brand, engaging millions of fans daily.” He added, “With PSM’s resources and expertise, we can strive for greater ambitions, tackle larger-scale projects, and redefine the boundaries of digital football media.”

Key Facts: Proper Sports Media & Score90 Acquisition

Fact Detail
Acquirer Proper Sports Media (London-based)
Acquired Company Score90 (Football-focused publisher)

how will Proper Sports Media’s acquisition of Score90 transform its football coverage and benefit fantasy football enthusiasts?

Proper Sports Media Expands Football Portfolio with Score90 Acquisition

proper Sports media has significantly bolstered its football coverage with the acquisition of Score90, a move signaling a clear intent to dominate the rapidly evolving sports data and content landscape. This strategic expansion positions Proper sports Media to offer a more complete suite of services to fans, bettors, and media partners alike.

Understanding the Score90 Advantage

Score90 specializes in real-time scores, detailed statistics, and in-depth analysis across a wide range of football leagues – from the NFL and college football to international competitions. Thier core strength lies in delivering this information through a user-friendly interface, optimized for mobile consumption.

Here’s what makes Score90 a valuable asset:

* Live Scoring & Updates: Instantaneous updates on game scores, player stats, and key events.

* Advanced Football Statistics: Beyond basic stats, Score90 provides advanced metrics like passer rating, yards per carry, and defensive efficiency.

* Personalized Alerts: Users can customize alerts to follow their favorite teams and players.

* Comprehensive League Coverage: Extensive coverage spanning major and niche football leagues globally.

Synergies with proper Sports Media’s Existing Offerings

Proper Sports Media already operates a robust network of sports news websites and data feeds. the integration of Score90’s capabilities creates powerful synergies.

Consider these potential benefits:

  1. Enhanced Content Creation: Score90’s data will fuel more insightful and data-driven articles, analysis pieces, and fantasy football content.
  2. Expanded Betting Partnerships: Real-time scores and statistics are crucial for sports betting platforms. This acquisition strengthens Proper Sports Media’s position as a key data provider to the sports betting industry.
  3. Improved Fan Engagement: Offering fans access to comprehensive, real-time information fosters deeper engagement with their favorite teams and players.
  4. New Revenue Streams: Opportunities to monetize Score90’s data through premium subscriptions, API access, and targeted advertising.

The Broader Trend: Media Consolidation in Sports

This acquisition isn’t happening in a vacuum. The sports media landscape is undergoing significant consolidation, driven by several factors:

* The Rise of Sports Betting: Legalized sports betting is fueling demand for real-time data and analysis.

* Direct-to-Consumer Strategies: Media companies are increasingly focused on building direct relationships with fans through subscriptions and digital platforms.

* The Need for Scale: Consolidation allows companies to achieve economies of scale and compete more effectively in a crowded market.

A notable example of this trend was Penn National’s $2 billion acquisition of Score Media in 2021 [https://www.legalsportsreport.com/55022/penn-national-buys-score-media-barstool-sportsbook/]. This demonstrated the value placed on direct access to sports fans and betting data. Proper Sports Media’s move aligns with this established pattern.

Impact on Fantasy Football

The acquisition will undoubtedly impact the fantasy football landscape. Score90’s detailed player statistics and real-time updates will be invaluable for fantasy players looking for an edge. Expect to see:

* More Accurate Projections: Data-driven projections based on advanced metrics.

* Real-Time Injury Updates: Instant notifications about player injuries, impacting lineup decisions.

* Enhanced Player Analysis: In-depth analysis of player performance and matchups.

* Integration with Fantasy Platforms: Potential partnerships with leading fantasy sports platforms.

Future Outlook: What’s Next for Proper Sports Media?

Proper Sports Media’s acquisition of Score90 is a strategic move that positions the company for continued growth in the dynamic sports media market.Looking ahead, we can anticipate:

* Further Investment in Data Analytics: Expanding the team of data scientists and analysts to unlock even more insights from Score90’s data.

* Expansion into New Sports: Leveraging the technology and expertise gained from Score90 to expand coverage into other sports.

* Development of Innovative Products: Creating new products and services that cater to the evolving needs of sports fans and bettors.

* Strategic Partnerships: Forging partnerships with other media companies and technology providers to expand reach and distribution.

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Luis Mendoza - Sport Editor

Senior Editor, Sport Luis is a respected sports journalist with several national writing awards. He covers major leagues, global tournaments, and athlete profiles, blending analysis with captivating storytelling.

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