Sports fan site looks to score with ad revenue

It was an interrupted conversation in a bar about a sports event that inspired Keith Loo to do something for sports fanatics worldwide. As Mr. Loo, chief executive and co-founder of, and his business partners Addo Smajic and Miroslav Jeliaskoff discovered there are 17 million über sports fans in North America alone who spend on average 14 hours a week online. Worldwide the number is closer to 500 million.

The team has been working on a prototype of a social media site specifically geared to sports fanatics of the world. Unlike other sites, which tend to focus on a single sport, covers all sports, providing a forum for conversations that only the most die-hard fans will appreciate, from trading and free market news to individual player performance. And they now believe their concept is ready for prime time.