Sky has made an investment of $2 million into Circle Media Labs, an early-stage technology company specialising in connected devices.
Sky says the investment will provide the company with "additional insight into developments within the field."
Circle Media helps brands, sports and entertainment properties create deeper and more valuable relationships with fans.
Their proprietary Fan.Dex Data Management Solution provides partners with a complete set of tools that integrate first and third party data and provides users with a simple interface designed to help them make smarter marketing decisions.
Fan.Dex "synthesizes" sats across numerous sources and helps marketers "truly understand the fan and how to motivate them."