Thousands of amateur sports writers across 13 countries are using the 90min and 12up platforms from Israeli sports media and technology company Minute Media to produce, publish and share more than 15,000 pieces of curated interactive content in 10 languages every month.

Call it the BuzzFeed of the sports world.

The precursor of Minute Media, FTBpro, was founded by Asaf Peled in 2011 in Tel Aviv. The company has raised a total of $45 million in venture-capital funding.

“We saw a space in the global sports market for user-generated content and foresaw the way journalism was going toward the likes of HuffPost and BuzzFeed,” says Matan Har, Minute Media VP of growth and content.

Minute Media VP-growth and content Matan Har. Photo: courtesy
Minute Media VP-growth and content Matan Har. Photo: courtesy

“We didn’t see anyone in the sports space doing this. And since we eat, breathe and sleep sports, it was a natural fit for us.”

90min, its first platform for football (soccer) citizen journalists in Europe, South America and Asia, has more than 110 million users engaged through social media monthly, 70 percent of them under the age of 25.

12up was launched in May as a media platform for fans of American sports. In private beta for two months, 12up built up to reach more than four million unique users, mostly through mobile and mostly between the ages of 18 and 24.

At the time of its rollout, more than 100 new pieces of content were being developed by citizen journalists and 12up’s editorial staff on a daily basis.

Minute Media President Rich Routman said the addition of 12up “fills a void in the sports media landscape for fans and brands, especially given the scarcity of sports media brands that can deliver the millennial audience at scale.”

“We felt it made sense to have a global football site and a US sports brand,” Har tells ISRAEL21c, explaining that “90min” refers to the 90 minutes in a soccer game, while “12up” is an American football term.

12up is for “citizen journalists” covering US sports. Photo: courtesy
12up is for “citizen journalists” covering US sports. Photo: courtesy

From articles to listicles

Writers on the 90min and 12up platforms can combine user-generated content with templates and resources including Getty images, YouTube videos and widgets to embed rich media content into their articles, quizzes, slideshows, videos, listicles and other multimedia content.

Readers can interact with the content via website, mobile web and iOS and Android mobile apps. In May, says Har, 90min readers numbered 53 million.

Globally, he adds, no other sports-media company matches the reach of 90min. “We cater to dozens of different markets and nobody else does what we do. Our full-service platform holds the site together and everything we do is across multiple languages.”

Minute Media CEO Asaf Peled. Photo: courtesy
Minute Media CEO Asaf Peled. Photo: courtesy

Minute Media has offices in London, Tel Aviv, Singapore, and most recently in New York and Miami.

“From our Tel Aviv office, we cover English, Spanish, French, German, Italian, Turkish and Portuguese; and from our Manila office we cover Indonesian, Thai and Vietnamese,” says Har.

Although 12up has some competition in the United States, it offers a unique opportunity for brand advertisers to earn dollars through a cost-per-engagement model. 12up also features programmatic technology to automate targeted media trading and sales.

“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,” says Har.

Cricket, esports up next

In late June, Minute Media announced a partnership with HT Media to bring fan-created soccer content to India — home to the world’s largest football fan base, numbering 170 million. Indian cricket fans will also benefit from the partnership. “Cricket is the second most followed sport globally behind soccer,” Har says.

Minute Media also plans to launch an esports brand by the end of 2016.

“Hundreds of millions of people watch other people play video games, and we are going to cover the esports athletes of the world,” Har says. “In the US there are more esports fans than baseball fans and it’s predicted it will exceed any other sport in US. It is also massive across Asia and Europe. This fits perfectly into our demographic, so we’re excited about the potential.”

Har says that Minute Media predicts 100 million unique users for its platforms by the end of 2016. “In the US, we’re expecting 20 million unique users of 12up.”

Peled said the Minute Media platforms turn the typical publishing business model and experience on its head by “enabling fans to drive the conversation, through our content curation engine.”

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Photo: courtesy
Photo: courtesy