There are adverts for this site all over the Tube at the moment, clearly using their investment from the likes of Michael Own and Mark Webber. Another example of a social network catered for a particular interest.
"Fans can choose to follow up to 32 different sports, which range from football and cricket to Aussie rules and angling. Users customise the content they see depending on their passions."
I think they're most likely monetisation route will be through online betting/tickets, as you can already make predictions of results.
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