90min Launches Minute Media

90min has announced the creation of a new parent holding company called Minute Media to serve as the corporate brand for 90min – shortlisted for Digital Platform of the Year at the BT Sport Industry Awards 2016 – as well as soon-to-be-launched brands in the United States, India and Germany.

All Minute Media brands are powered by authentic and socially driven content, created by the fans for the fans, across 13 countries in ten languages.

“With the formation of Minute Media, we can focus our growth on new markets and into new sports where we can continue to bring the best content, in the most scalable platform, to users around the world,” said Asaf Peled, founder and CEO of Minute Media.  

This comes at a time of rapid growth for 90min and its family of brands. Audience growth has climbed from 7.5 million unique visitors up to 45 million global unique visitors in the past 18 months. More than 110 million users engage with 90min through social media monthly and 70% of the audience is under the age of 25.

Last October, the company closed a $15m round of funding, bringing its total funding to $45m, led by leading venture capital firms Battery Ventures, Dawn Capital, Gemini Ventures, North Base Media and ProSieben.

Under Minute Media, the company has plans to expand the 90min football platform to Germany and India, and create a new sports media brand in the United States during the second quarter of this year.

“We are excited about the new brand and the future it represents,” added Peled. “90min has proven to be the leading source for social and media rich football content. Under Minute Media, we can bring the same fresh and unfiltered voice of citizen journalists to markets that we’ve identified as being strategic to our global growth. Having a technology-first approach has truly enabled us to scale our multi-language storytelling platform and as a result, thousands of fans can now share their love of the game with other fans around the world.”