The mission to build the world’s best fan platform is underway in the heart of Leeds.
Planet Sport’s bold ambition comes from a team with decades of experience in the industries of sports, media and technology.
“We’re a sports media and tech business based right here in Leeds,” Andy Roberts, CMO of Planet Sport, tells me at Climb 25. “Our ambition is to entertain and engage fans across multiple sports, both through our own brands and for partners looking to grow their audiences.”
With a portfolio including Football365, PlanetF1, PlanetRugby, Tennis365 and LoveRugbyLeague, Planet Sport is now the UK’s largest independent sports media business.
Many of these brands are well-established online, and the company is focused on evolving them to meet the needs of modern audiences.
“We’re working to reach fans on new platforms and new channels,” Roberts explains.
“We monetise through advertising and brand partnerships, and we bring those same tools and strategies to external clients.
“We’re a publisher and a media owner in our own right, but we’re also a content partner for others.”
The Sky connection
Planet Sport’s leadership has deep roots in UK media, with both Roberts and CTO Tim Lewis having previously held senior roles at Sky.
The duo helped to create 365Media Group, a business that was ultimately acquired by Sky in 2007.
“We were effectively brought in as an agency to help run SkySports.com,” recalls Lewis.
“Sky needed a nimble team to take on the design, content and tech. So we built a tech platform across a range of publications, delivering quality content that scaled and that made us a very attractive proposition.”
That model, with media and technology working side by side, laid the foundation for what Planet Sport has become today.
Lewis adds: “It’s the perfect collision of my two passions – I’ve always loved sports.
“I’ve been a tech guy since I started trying to code at eight years old. It’s a dynamic, chaotic industry, but I wouldn’t change it for the world.”
The power of authenticity
In an age of AI, rapid media shifts and short attention spans, Roberts and Lewis are clear on one thing – authenticity is non-negotiable.
“All of our titles have a distinctive tone of voice,” says Lewis. “We’re smaller than the likes of the BBC or Sky, which gives us the freedom to offer different angles.
“That authenticity is what helps us stand out — not everyone wants the same mainstream view.”
Much of Planet Sport’s content is produced by journalists with decades of experience.
He explains: “There’s so much experience within the business. The industry goes in cycles and those cycles are becoming smaller and faster-moving – the formats change, the platforms change.
“Even with all that going on, experience and great storytelling are skills that you can always draw upon.”
Data-led and nimble
Despite being deeply content-driven, Planet Sport is also a tech company at heart.
The team is building a new MarTech stack and using data to drive decisions at every level.
“We’re analysing headlines, content and performance down to individual word choices,” says Roberts. “Being data-led allows us to optimise everything we do – from SEO and video to how we distribute across platforms.”
Lewis agrees: “Media consumption is evolving rapidly and AI is accelerating that. My daughter consumes content completely differently to me, so our challenge is to stay ahead of that curve.
“Can we predict what’s next? Can we be ready when the next format or platform explodes?
“Sometimes the best idea or best tech doesn’t win – it’s the one people get behind. So we prepare ourselves to move fast and always stay true to our voice.”
Building from Leeds, for Leeds
Though Planet Sport works with global clients, its roots remain firmly in Leeds – a city with a strong tradition in sports content, data and technology.
“Leeds has always been a hub for this space,” says Roberts. “From betting and gaming to media and data, the talent pool here is amazing.
“It’s a collaborative city. Even when businesses are technically competitors, it doesn’t feel that way.”
Roberts also runs Digital Sport North, a networking community aimed at uniting the region’s sports and tech professionals.
“There’s a big, growing ecosystem here and if we all try to go it alone, we’ll get drowned out,” he says.
“But together, we can compete with London. You don’t have to pay a London premium to do great business.”
The future in an evolving industry
As AI reshapes how content is created and consumed, Lewis is focused on how to adapt without losing the narrative of Planet Sport.
“We’re experimenting with AI — for efficiency, for content creation, and for delivery,” he explains.
“But we’re always asking: ‘How do we stay authentic?’ If our fans trust our voice in a 2,000-word article, we should be able to evolve to a point where they can trust it in a 15-second video.”
Roberts echoes: “It’s a delicate balance. You want to reach new audiences, but not alienate the loyal ones who got you here. It’s about trust as well as growth.”
The company has a growing team across the UK and South Africa and a clear sense of purpose, positioning itself for the next phase in an ever-evolving sports and digital media landscape.
“We’re proud of what we do,” Roberts affirms. “We’re proud of Leeds and we’re proving you don’t need to be in London to build a global media business.”
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