SportsBug adds Sterling Select as equity and operating partner

SportsBug has brought in Sterling Select Group as a strategic equity and operating partner as the company expands its real-time play-by-play audio platform across pro and college sports. The deal gives SportsBug added capital and operating support as it pushes fan audio access into more venues, teams and media partnerships.

Why it matters: - Sterling Select’s investment gives SportsBug a strategic partner with sports, media and operating experience behind its push to make real-time audio a standard part of live game attendance. - The partnership could help SportsBug scale faster across teams, leagues, broadcasters, venues, sponsors and other sports properties. - SportsBug’s platform also points to possible new revenue streams and another advertising channel for sports brands.

What happened: - SportsBug LLC announced that Sterling Select Group LLC has taken an equity interest in the company. - Sterling Select will serve as a strategic equity and operating partner as SportsBug expands across professional and collegiate sports. - The companies did not disclose terms. - SportsBug is a sports media technology company based in Fort Worth, Texas.

The details: - SportsBug delivers existing radio broadcasts directly to fans’ smartphones in real time over standard wireless networks. - The platform requires no new venue infrastructure. - SportsBug also supports at-home listening, giving fans another way to consume the visual broadcast of a game. - SportsBug launched real-time play-by-play for University of Oregon fans through a strategic alliance with Learfield, beginning with the 2025 football season. - In March 2026, the New York Mets, Audacy and SportsBug introduced Mets radio coverage in real time for fans attending games at Citi Field. - For the 2026 football season, SportsBug added Syracuse University and the University of Georgia. - SportsBug’s technology has now been deployed with the University of Oregon, Syracuse University, the University of Georgia and at Citi Field through the New York Mets and Audacy.

Between the lines: - The investment validates SportsBug’s pitch that live sports fans want audio choice without delay. - Christopher J. Steele, managing partner of Sterling Select Group, said fans want a more immersive experience and that SportsBug’s deployments are proving the concept. - Steele said the company could become part of the technology infrastructure around live sports. - Patrick Seaman, SportsBug’s CEO, said the partnership validates both the problem SportsBug is solving and the platform it has built.

What's next: - SportsBug plans to use Sterling Select’s network and venture development capabilities to speed adoption. - The companies expect to target professional and collegiate teams, leagues, broadcasters, media companies, venues, sponsors and other strategic organizations. - SportsBug said it aims to make real-time audio choice an expected part of attending or watching live sports.

The bottom line: - SportsBug is turning live-game radio access into a distribution platform, and Sterling Select is now backing the effort with capital and operating support. - More information is available on SportsBug, Sterling Select Ventures and Sterling Select.