Tagboard, which helps cable giants and sports teams produce live content, wins $8 million

(Picture of label chart)

Seattle-area start-ups Label array raised $8 million to bolster its live production technology used by sports and entertainment companies.

Founded in 2011, Tagboard launched over a decade ago, helping teams such as Seattle Mariners find and display social media content from fans in their stadiums during matches.

Tagboard still works with sports teams and leagues to deliver social messaging, but has also expanded its products to include a cloud-based production platform and graphics system. The 40-person company has more than 600 customers, including CNN, FOX, Telemundo and others.

Part of the appeal of Tagboard is to help increase efficiency by moving production from the graphics system to the cloud and enabling remote operation.

“As the sheer number of options has drawn viewers’ attention to linear and digital delivery, networks have an imperative to embrace cloud innovation to produce stories more efficiently and impactfully,” Nathan Peterson, who was promoted to CEO last month, told GeekWire. “Tagboard removes the complexity and cost of legacy production hardware, allowing producers to create shows from anywhere in the world, whether they’re traveling overseas, working from home, or in the broadcast studio.”

Nathan Peterson (photo of label board).

Peterson pointed to Tagboard’s Partnership with NBC Sports to produce interactive segments for coverage of the Winter Olympics on both traditional television and live online streams. These productions were “easily produced from entirely remote global locations,” Peterson noted in a blog post.

Peterson replaced co-founder Josh Decker, who is now President and Chairman of the Board. Peterson joined the board following his promotion.

Axios first broke the news of the funding.

Tagboard previously raised $5.7 million. The Series A round was led by Grayhawk Capital and Next Frontier Capital. Other backers include Sinclair Broadcast Group and WISE Ventures.

Tagboard is ranked #107 on the GeekWire 200 list of top Pacific Northwest startups. In addition to promoting Peterson, the company also recently added four new leaders:

  • Linka Baumgardt as Chief Strategy Officer. Baumgardt was most recently head of marketing for food company Agni, Baumgardt previously led strategic initiatives for cannabis lifestyle companies Tilray and Leafly.
  • Kirk Dickinson as chief financial officer. He was previously CFO at React Mobile and Allrecipes.
  • Sergei Lvov as Vice President of Engineering. Lvov was most recently director of engineering at AppliedVR and previously led software development for NFL Media.
  • Amanda Konarek as Vice President of Acquisition. She was previously the director of her own recruitment firm, AK Talent Partners.

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