In a major move to dominate the digital football landscape, London-based Proper Sports Media has announced the acquisition of a majority ownership position in Score90. The football-focused digital publisher boasts a staggering global reach, with over 20 million followers and more than 600 million monthly views.
Expanding the Digital Football Empire
The acquisition integrates Score90 into Proper Sports Media’s growing portfolio, signaling a strategic push to scale advertising, brand partnerships, and content production. As football remains the most-consumed sport across social platforms in the UK, this deal positions Proper Sports Media at the forefront of the battle for younger audiences through innovative short-form and long-form video content.
From Family Startup to Global Powerhouse
Founded by Filip Hennig and developed alongside his brothers, Score90 has become a digital-first sensation. The platform is renowned for its focus on football culture, world-class players, and major competitions, resonating deeply with fans across the UK and Europe.
Future Investments and Long-Form Content
Proper Sports Media has committed to significant investment in Score90’s production capabilities. Key focus areas for the next phase include:
- Enhanced Commercial Reach: Scaling brand partnerships globally.
- Content Expansion: Increasing investment in long-form video and real-world productions.
- Format Innovation: Developing new digital formats to engage the platform’s massive fan base.
“Score90 represents everything we value—innovation and authenticity,” said Arthur Thompson, Co-Founder of Proper Sports Media. Founder Filip Hennig added that the partnership would “accelerate the vision” as the brand enters its next growth phase.