OUR VISION

We aim to be the world’s most valued sports marketing company by delivering the very best experience, for every fan.

OUR MISSION

We are doing this by breaking the sports marketing mould, developing fan led technology and delivering expert insight that enables sports players, teams and leagues to connect with fans directly, driving value for everyone.

OUR VALUES

WE ARE FANS

We are passionate, enthusiastic and we love this industry.

WE ARE IN YOUR CORNER

We are open and fully transparent with everyone.

WE KNOW SUCCESS IS A TEAM EFFORT

We listen and we act; every opinion, from every source matters to us.

WE WON’T DROP THE BALL

We set goals and strive to achieve them, every time.

WE GO BEYOND THE BOUNDARIES

We create, experiment, learn and evolve.

OUR STORY

It all began with a moment of realisation during a cricket match for CEO Aidan Cooney…

In 2013 I treated my wife to day 1 of an Ashes test match at The Oval. She was a newcomer to the sport and as the match went on, I began to realise that there was not a lot to engage the more casual spectator; neither within the sport itself or other forms of entertainment around the venue.

A few months later I found myself in Mumbai for an Indian Premier League cricket match where entertainment is paramount to the fan experience. It was here that I met Archie Woodhead and we got chatting about that cricket match back in August. His view was that if the club knew more about us they would’ve been able to ensure we enjoyed ourselves more, tailoring our experience to our personal preferences. And that was all we needed; Archie and I decided to work together, setting up a new company that would help sports organisations shape & deliver fan engagement products that would become an absolute necessity to the evolving sports fan whilst attracting new audiences and injected the buzz back into live sports events…”

MEET OUR TEAM

And find out our Favourite Fan Moments!

Our Team - Aidan
Our Team - Aidan

AIDAN

Federer beating Del Potro in five sets having come back from a set down twice during the 2009 French Open Men’s Semi‐​Final.

Our Team - Alex E
Our Team - Alex E

ALEX E

Watching old uni mate, Peter Wilson, win Britain’s third gold medal in the London 2012 Olympic Men’s Double Trap Final at the Royal Artillery Barracks.

Our Team - Alex F
Our Team - Alex F

ALEX F

Watching Fulham at Craven Cottage come back from a 3–1 defeat in the 1st leg of the Europa league to win 4–1 against Juventus in the 2nd leg and progress to the quarter‐​finals.

Our Team - Alex P
Our Team - Alex P

ALEX P

Seeing Federer Wimbledon centre court in 2004. After idolising Federer for all of my childhood, it was a dream come true to see him live, especially in such an iconic event.

Our Team - Archie
Our Team - Archie

ARCHIE

The ball that Dhoni hit for six to win the 2011 Cricket World Cup in Mumbai landed 20 metres from me. Everyone went berserk.

Our Team - Charlie
Our Team - Charlie

CHARLIE

Rain break during India test at the Oval 2011; I kept wicket to Shane Warne while Michael Vaughan batted in corridor cricket. Liz Hurley was first slip.

Our Team - Chris
Our Team - Chris

CHRIS

Watching our stag group in fancy dress appear on big screens at Headingley Carnegie cricket ground while watching England vs Sri Lanka. Many celebratory drinks were drunk after.

CIARAN

Seeing our connectivity solution working at the Amex for the first time in 2013.

CORI

Our Team - Ben
Our Team - Ben

COUNCILLOR BEN

Japan forgoing the draw‐​giving penalty kick and pulling off the 80′ try to win against South Africa in the 2015 Rugby World Cup in Brighton.

Our Team - Craig
Our Team - Craig

CRAIG

Seeing Leicester City walk out as Premier League champions in the Community Shield at Wembley. Almost certainly a once in a lifetime experience for a Foxes fan!

Our Team - Dan C
Our Team - Dan C

DAN C

Travelling to Westfalenstadion to watch Borussia Dortmund v Bayern Munich & seeing the Yellow Wall. Visually spectacular & the atmosphere was one I had never experienced before.

Our Team - Dan L
Our Team - Dan L

DAN L

Thierry Henry’s return to Arsenal, 2012. Subbing on in 3rd round of FA Cup to score the winner. He was my hero, I was scared a return would ruin the legend — I was so wrong! I may have a cried a little bit.

Our Team - Darren
Our Team - Darren

DARREN

Whilst touring MCG we were told there were still tickets available for an AFL semi final that day. Our adopted Geelong Cats beat Western Bulldogs in front of 75K fans.

Our Team - David
Our Team - David

DAVID

The Montevideo derby between Peñarol & Nacional at the classic Estadio Centenario, lived up to expectations. Vivid colours, nonstop chanting, noisy bands, goals & a sending off!

Our Team - Heather
Our Team - Heather

HEATHER

Going to Murrayfield for the first time for the 2002 South Africa rugby union tour, and seeing Scotland pull off an unexpected victory with two second‐​half tries.

Our Team - Hels
Our Team - Hels

HELS

Waking up at 3:30am to watch England Netball beat Australia 52–51 in the 2018 Commonwealth Games final. When that last shot went in and we won gold; what a moment for our sport.

Our Team - Horace
Our Team - Horace

HORACE

Our Team - Ioannis
Our Team - Ioannis

IOANNIS

2012 UEFA Champions League Final. Chelsea becoming champions of Europe for the first time ever, after a stunning penalty shoot‐​out victory over Bayern Munich at Allianz Arena.

Our Team - James B
Our Team - James B

JAMES B

The Rugby Sevens, the party atmosphere, the fancy dress, a really unique and memorable experience.

Our Team - James D
Our Team - James D

JAMES D

Seeing the Rolling Stones living up to their reputation at the Cake Tin (Westpac Stadium, Wellington, NZ) in 2006.

Our Team - Jamey
Our Team - Jamey

JAMEY

Amsterdam Arena watching the LED boards light up courtesy of our software.

Our Team - Jason
Our Team - Jason

JASON

2015 at the LanXess Arena in Cologne — seeing Fnatic win 2–0 against EnvyUS winning their 3rd CS:GO major.

Our Team - Joe
Our Team - Joe

JOE

Until May, Andrey Arshavin‘s winner vs Barcelona — the single greatest moment at Emirates Stadium to date. However, Aaron Ramsey’s FA Cup winner over Chelsea just tops it for me.

Our Team - John
Our Team - John

JOHN

Cheltenham Festival 2012, Supreme Novices Hurdle. I’d been “investing” in a horse called Cinders & Ashes since October. Despite smashing a few hurdles, he got up to win by a length.

Our Team - Jordan
Our Team - Jordan

JORDAN

On the blocks at the Gateshead Stadium waiting for the starting gun at the English Schools Athletics.

Our team - Josh
Our team - Josh

JOSH

Watching Beckford score the winner in the last game of the season against Bristol Rovers to promote Leeds United to the Championship, ending a downward spiral of 6 years!

Our team - JP
Our team - JP

JP

The atmosphere at Twickenham when South Africa beat Wales 23–19 during the 2015 Rugby World Quarter‐​Finals.

Our team - Lo
Our team - Lo

LO

Foo Fighters, Wembley 2008, watching Foos play Led Zeppelin’s Rock and Roll & Ramble On with Jimmy Page and John Paul Jones followed by Dave performing an emotional rendition of Best Of You.

Our team - Matt
Our team - Matt

MATT

I was treated to a VIP experience for the 2007 UEFA Cup Final in Glasgow. This was my first football match; the two Spanish sides went to penalties, the atmosphere was amazing!

Our team - Max
Our team - Max

MAX

Seeing Eminem, Royce Da 5’9″ and Boogie live at Twickenham, with surprise guests: 50 Cent, Ed Sheeran, and Skylar grey.

Our team - Michael
Our team - Michael

MICHAEL

Testing the first piece of live crowd engagement software I wrote at a real match.

Our team - Ollie
Our team - Ollie

OLLIE

I was a ball boy for the Wimbledon 2008 Men’s final when Nadal defeated Federer in a 5 set thriller. When he won the final point, the crowd roared — it was the most surreal feeling.

Our team - Other Ben
Our team - Other Ben

OTHER BEN

The atmosphere at Twickenham on a hot May bank holiday weekend as Saracens secured triumphant victory over Exeter at the Premiership Rugby 2016 final.

Our team - Peter
Our team - Peter

PETER

LeBron blocking Iguodala for Cavaliers in the comeback on Golden State Warriors to beat them 4–3 in Game 7 of the 2016 NBA Finals. James is a GOD. The chase down block is real.

Our team - Pol
Our team - Pol

POL

2015 Rugby World Cup Final AUS v NZ: fireworks, haka, singing the national anthem, red arrows over a sunny blue Twickenham sky watching the world’s best teams play quality rugby.

Our team - Sam
Our team - Sam

SAM

2012 Pre‐​Olympic Basketball exhibition game; USA vs GB. Safe to say, GB got destroyed.

Our team - Sarah
Our team - Sarah

SARAH

Being right in amongst the t‐​shirt helicopter whilst seeing Skindred live at a great small local venue — The Forum in Royal Tunbridge Wells.

Our team - Seb
Our team - Seb

SEB

Saints vs Arsenal in the last game at The Dell. Le Tissier subbed on, the game tied at 2–2. In the 89th min, he hit a half‐​volley into the top corner and for the last time The Dell erupted.

Our team - Winson
Our team - Winson

WINSON

At Old Trafford sitting within 20 feet from the legendary Zlatan Ibrahimovic during an intense Premier league derby match against bitter rival Manchester City.

Would you like to hear more from InCrowd?

Sign up for our newsletter

FOR EVERY FAN