Mobile-based social networking platform for sports, Khel Now has received $350K (INR 2.3 Cr) from Anglian Omega Network. Anglian Omega Network will now have an advisory role in the former.\r\n\r\nThe funding will be used to improve its technology and products offered. It will also be used to increase its partners and user-base. It also plans to integrate its sports technology solutions with social media platforms like Facebook, Google, Twitter, and others.\r\n\r\nAccording to the terms of the deal, Khel Now will also have access to Anglian\u2019s network of 1 Mn+ Facebook and Twitter followers, and business partners, along with professional football clubs, athletes and coaches.\r\n\r\nSpeaking about the funding, Dhruv Ratra, co-founder and CEO, Khel Now said, \u201cWith this investment we will be able to continue our growth and attract new users and partners to the global Khel Now Platform. While we have had tremendous success reaching out to engaged fans we want to continue making inroads into local schools, colleges, youth academies, and other grassroots initiatives across India and beyond.\u201d\r\n\r\nHeadquartered in Delhi, Khel Now was founded in 2016 by\u00a0John Lee\u00a0and Dhruv Ratra. It connects sports fans and businesses such as sports marketers, publishers, merchants, academies, clubs, coaches, etc., to one another via location-specific content and social networking.\r\n\r\nCommenting on the investment, Sunny Narang, Chairman, Anglian Omega Network said, \u201cHaving worked with many traditional sports businesses and operations we noticed a huge opportunity for a digital sports platform with state-of-the-art mobile and social networking capabilities. Khel Now addresses this gap, especially for those at the grassroots and amateur levels. For these reasons we decided to invest in, and become a strategic advisor for, the Khel Now team thereby also expanding our sports portfolio into the mobile, social, and digital realm.\u201d\r\n\r\nIn June 2016, Bengaluru-based sports tech startup that helps in booking sports infrastructure in the vicinity, Athletto, raised an undisclosed amount in angel funding from industrialist Atul Ingle. In the same month, Delhi-based sports tech startup, Play Your Sport raised an undisclosed amount of Pre-Series A funding led by Ashish Gupta.\r\n\r\nOther startups in this segment include Sports365, Football solutions, Unilazer Sports etc.