Proper Sports Media acquires majority stake in Score90 03 Feb 2026 | Anna-Rose Gabbitass Share on Proper Sports Media, a London-based multi-sport digital media organisation, has taken a majority ownership position in Score90, a football-focused digital publisher with a global social media audience exceeding 20 million followers and monthly views of more than 600 million. The transaction brings Score90 into Proper Sports Media’s portfolio as the UK company continues to scale its presence in football content, advertising and brand partnerships. Football remains the most consumed sport across social platforms in the UK, with publishers increasingly competing for younger audiences through short-form and long-form video. Score90 was founded by Filip Hennig and developed alongside his brothers as a digital-first football media business. The publisher operates primarily through social platforms and focuses on football culture, players and competitions followed widely by UK and European audiences. Following the acquisition, Proper Sports Media is set to increase investment in Score90’s production and commercial capabilities. This includes expanding long-form football content, increasing real-world video output, and developing additional digital formats for audiences and commercial partners. The deal reflects continued consolidation within the UK sports media sector, as London-based media groups seek scale and international reach through established football platforms. Arthur Thompson, Co-Founder of Proper Sports Media, said, “Score90 represents everything we value at Proper Sports Media – innovation, authenticity, and an unwavering commitment to quality. The Score90 team has built something truly special, and we’re thrilled to support them in taking their business to the next level.” Filip Hennig, Founder of Score90, said, “This partnership allows us to accelerate our vision as Score 90 enters its next phase. We’ve built one of the most well-known football social media brands, reaching millions of fans every day. “With PSM’s resources and expertise, we can aim higher, take on bigger projects, and push the boundaries of digital football media.” Subscribe to the Sport Industry Daily for regular updates on the biggest stories and latest news in the sport industry .
Curated by Taleb Kabbara · Source: sportindustry.co.uk