MILLIONS.co is a technology company.
MILLIONS.co connects the sports world by allowing athletes and creators to engage with fans through streams, merchandise, and personalized experiences.
MILLIONS.co has raised $10.0M across 1 funding round.
MILLIONS.co has raised $10.0M in total across 1 funding round.
MILLIONS.co is a venture-backed technology company founded in 2021 that operates a social commerce and streaming platform connecting athletes, sports content creators, fans, and brands.[1][2][4] It enables athletes to sell merchandise, stream live events, offer personalized video messages, and secure influencer marketing deals, solving the challenge of monetizing personal brands without technical expertise or inventory management.[1][2][5] The platform serves professional athletes (e.g., MMA fighters like Henry Cejudo), fans seeking exclusive engagement, and brands targeting sports influencers, with features like AI-powered marketing tools and multi-platform streaming syncs driving growth; it has raised $10M in Series A funding and aims for 5,000 live athlete profiles by late 2023.[4][6]
MILLIONS.co began in 2021 when co-founders Matt Whitteker (CEO, prior co-founder of unicorn SaaS firm Assent) and Brandon Austin (CMO, ex-founder of acquired GoFish Cam and Cow Hollow Capital) sought to simplify e-commerce for professional athlete friends by enabling easy online merch sales without technical hurdles.[1][2][3] The idea evolved rapidly from basic merchandising to a full sports streaming and social commerce platform, incorporating live event broadcasts, personal videos, and influencer tools, fueled by the team's blend of tech, sports passion, and entrepreneurial experience.[1][4] Key early traction included partnerships with high-profile figures like MMA announcer Bruce Buffer (co-founder/advisor) and investor Henry Cejudo, alongside backing from Volition Capital ($1B+ AUM) and angels like Shopify's former CTO, propelling it to Series A funding of $10M.[3][4]
MILLIONS.co rides the explosion of athlete-driven content and influencer marketing in sports, where stars like MMA fighters leverage social media for direct fan monetization amid cord-cutting and live streaming booms.[1][4] Timing aligns with post-2021 rises in sports tech investments and AI integration (e.g., their GPT-4 campaign tool launched in 2023), capitalizing on market forces like $1B+ valuations in adjacent SaaS (founders' prior experience) and the shift from traditional media to creator economies.[3][6] It influences the ecosystem by empowering thousands of athletes worldwide, bridging sports with e-commerce/data tech, and attracting endorsements from figures like Cejudo, potentially defining athlete-centric platforms as social commerce grows.[4]
MILLIONS.co is poised to scale as the go-to hub for sports social commerce, targeting explosive profile growth beyond 5,000 athletes and deeper AI/brand integrations amid rising live sports streaming demand.[4] Trends like AI personalization, Web3 fan engagement, and global sports influencer markets will shape its path, evolving its influence from niche merch/streaming to a category leader potentially rivaling broader creator platforms. This movement from athlete merch simplicity to a connected sports world positions it to win big in tech's sports revolution.[1][2]
MILLIONS.co has raised $10.0M in total across 1 funding round.
MILLIONS.co's investors include Innovation Works, Outlander Labs, Rincon Venture Partners, Volition Capital.
MILLIONS.co has raised $10.0M across 1 funding round. Most recently, it raised $10.0M Series A in September 2021.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Sep 1, 2021 | $10.0M Series A | Innovation Works, Outlander Labs, Rincon Venture Partners, Volition Capital |