The live companion
for sport.
Every match becomes a live room. We start with AFL, we own the commentary, and the architecture is built to grow. This is how the second screen finally gets a home.
Sport is social.
The second screen is a mess.
Fans watch together while they are apart. The talk is real, but it is scattered across group chats, social feeds and broadcast apps that were never built for a live match, and none of it is in sync with the game.
One room per match.
Every match has a room
Public rooms open for every fixture, plus private crew rooms for your group. Passwordless entry, pseudonymous identity, calm moderation built in.
Everything in one feed
Score, momentum and conversation share one surface. Tag a player, a coach or a commentator, react to a call, and the match itself lands in the feed as it happens.
Momentum & win probability
The belief in the room, drawn live. The momentum worm, win probability, tipping and the Pulse turn watching into playing.
Commentary is
the wedge no one
is taking.
Everyone has an opinion on the call. No product has ever treated it as something to follow, rate and remember. That single decision pulls fans, commentators and broadcasters in at once, and builds a dataset nobody else has.
Every match, every voice, before the first bounce.
Accuracy, insight, entertainment, balance. A fan-rated ladder.
The lines worth keeping, captured and credited.
A code that punches
above the country.
AFL is the most-watched code in Australia, with a passionate, concentrated and habitual audience. Live is the peak of their attention, and that is exactly where we sit.
Public AFL figures, shown as market context. Company figures are in the data room.
The prize is
eyeballs.
AFL is the first room, not the last. The nearest step is AFLW: the same clubs, the same commentators, no new architecture. Beyond that, the same product fits any code with a passionate live audience, and the world is full of them. This is the scale the architecture is built to reach.
live code after
Public audience estimates, shown as scale context. Sport Signal is AFL only today and will earn the right to expand.
Four ways to earn,
one live moment.
Every stream is built on the same live audience, and they switch on in sequence as it grows. We are never leaning on any one of them.
Revenue mix and timing shown are directional. Pricing and unit economics are in the data room.
A live read
on the crowd.
Every room is a real-time signal of how fans feel: who they back, how the call is landing, where belief swings. It is a dataset broadcasters, clubs and brands cannot get anywhere else, and it is ours by default.
Where the room thinks the game is going, moment by moment.
Accuracy, insight, entertainment and balance, per caller.
The emotional swing of every passage of play.
What fans predict, pick and choose to remember.
The moat.
Three forces that pull in the same direction. Each one is hard to copy on its own, and together they widen the gap every round.
The thrill
without the losses.
Betting apps have taught a generation to chase the dopamine of a live game. Sport Signal delivers that same rush, tipping, predicting, rating and being right in front of your crew, with nothing at stake but pride. A healthier outlet for fans, a safer place for brands and broadcasters to stand beside, and a position regulators reward rather than restrict.
Where we sit
Swipe to see every column →
Earn the right
to expand.
Depth first, then breadth. We prove the model on AFL before we add a single new code.
Who's building it.
A lean, product-led team building Sport Signal out of Western Australia.
We're raising
AUD $1M.
AFL goes live any day now. This raise is not for AFL, it is for what comes next: new sports, new leagues and the commercial partnerships that turn one code into a platform. We are funding the expansion, not the launch.
The best of it
is not in here.
This briefing covers what exists today and what ships next. It stops short of the work we're most excited about, including where AI belongs in a room full of live opinion, and what a season of fan-rated commentary becomes once the data compounds.
Those plans aren't going on a website. We'd rather walk you through them.
A 30 minute walkthrough with the founder.