Proper Sports Media Invests in Pixels to Accelerate Creator Economy Solutions
by on 26th Nov 2025 in News
Proper Sports Media, the sports division of Kipling House Investments, today (26th November, 2025) announces a strategic investment in and partnership with Pixels, a creator platform that deepens engagement with fans across TV, web and digital out-of-home. This investment will support Pixels’ distribution of the best creator content, expand its market reach, and accelerate its mission to provide scalable, data-driven solutions for the rapidly growing creator economy.
As the creator economy continues to experience rapid growth - forecast to reach USD$480bn (£364bn) by 2027 - this partnership reflects the overall market’s acceleration toward the need for data-driven, measurable, and scalable content.
Brands and creators alike are facing challenges in deepening engagement with users and realising ROI from increased spend in creator marketing. The Pixels platform provides additional channels for distribution where users are more actively leaning in on web, CTV and digital out-of-home, enabling data-driven decisions, improved returns, and deeper engagement across digital, sports, and entertainment markets.
"Investment in Pixels reflects our strong belief not only in the platform but also in the underlying trend: creators and their content are driving marketing innovation and ROI at scale," said Alex Olds, director of digital at Proper Sports Media. "Brands and rights holders have a vast opportunity ahead, and Pixels is uniquely positioned to maximise this opportunity across every touchpoint - with robust measurement, seamless content distribution, and predictive performance built for the modern ecosystem. We are delighted to be supporting their mission through leveraging our network of creators and in-house production capabilities."
Alex Powell, CEO of Pixels, said: "This announcement builds on our recent collaboration with Index Exchange, reflecting growing momentum, industry endorsement, and confidence in Pixels’ solutions from the programmatic marketplace. Together with Proper Sport Media’s deep knowledge in creator content and best-in-class production team, we are well-positioned to help brands navigate a rapidly expanding market with tailored content solutions that provide tangible engagement and measurable ROI."
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