London, November 26th, 2025 – Proper Sport Media, the sports division of Kipling House Investments, today 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 $480 billion 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 environments, 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.”
About Proper Sport Media
Proper Sports Media is a leading global multi-sport digital media company. Through acquisitions and partnerships, Proper Sports Media work with their growing portfolio of publishers, creators and media tech partners to deliver best in-class, digital-first content solutions in an ever-evolving digital media landscape.
About Pixels
The Pixels platform elevates creator content far beyond the limits of social feeds by targeting premium, relevant audiences across Web, CTV, and Digital Out Of Home – channels where audiences are actively leaning in rather than blind-scrolling. Through AI analysis of each video, Pixels delivers content to high-intent, brand-safe moments across digital, sports, and entertainment markets, generating significantly deeper engagement and measurable brand outcomes. This shift beyond the feed consistently drives major lifts in attention, recall, and purchase intent, proving stronger ROI than social alone.
Media Contact:
Alexandra Butter
alexandra.butter@teamgingermay.com
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