Millennial-targeted sports startup Whistle Sports nabs $28M in Series B round

YouTube sports network Whistle Sports Tuesday said it had raised $28 million in a Series B funding round that included investors Liberty Global, BSkyB and Denver Broncos quarterback Peyton Manning.

The company’s, with programming aimed at millennials and kids, previously raised $8 million in a 2012 funding round. It’s valuation was not known.

This round was led by Tengelmann Group affiliate Emil Capital Partners; the proceeds, said CEO John West, will be used to expand further on social media as well as internationally in Latin America, Asia and Europe.

West founded the company in 2009. Led by the entrepreneur and former rower, Whistle Sports now has some 12 million subscribers and 35,000 videos that have been viewed more than 2 billion times.

West said the company has expanded to Facebook, Instagram, Snapchat, Twitter and Vine, said , Snapchat, Instagram and Twitter.

“Whistle Sports is changing sports-media consumption habits and have become the destination for millions of young millennial sports fans around the world,” said Andreas Guldin , CEO of Emil Capital. “Partnering with them to continue their impressive growth trajectory is a strategic win for us.”

Whistle Sports’ partners include sport leagues such as the NFL, the PGA Tour, NASCAR as well as Olympic sports and frisbee.

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn