My Lads a Portugal-based AR Sports Engagement Secures $8.9M Seed Funding

My Lads, the industry leader in AR Sports Engagement, which has signed some of the most known international football teams and organizations such as SL Benfica, Sporting CP, FC Porto, Portuguese Football Federation, and the legendary Club Atlético Madrid, has secured a seed investment of €7.6M (US$ 8.9M).

The Seed Investment Round was led by Riva Technology and Entertainment (RTE.) The funds will be used to leverage Tech areas (new AR experiences and others), grow the team, and attract new international clients.

My LADS has now closed a €7.6M Seed Investment Round led by Riva Technology and Entertainment (RTE), to leverage Tech areas (new AR experiences and others), grow the team, and attract new international clients. The investment of RTE means that the entire ecosystem of RTE companies will be coming into play. RTE’s diverse portfolio of companies will allow My Lads to benefit from a range of industry leaders. Also, investor António Félix da Costa, Formula-E world champion and co-founder of APEX Capital joins the round along with support from Sociedade Albuquerque & Almeida Advogados.

My LADS has already launched collectibles that are available for sale worldwide featuring football superstars such as Cristiano Ronaldo, João Félix, Eusébio, and Bruno Fernandes.

“Our investment into My Lads is a strategic move that allows us to dive more into the world of Augmented Reality which is effectively powering fan engagement. Our diverse portfolio of companies are an excellent opportunity to leverage gaming, sports, fan engagement and technology. The founders have done a great job securing some of the best teams in Europe and we look forward to seeing their vision come to life!” Paul Roy, CEO RTE

The team has developed the My Lads App, which opens up a whole new world of augmented reality (AR) and football, bringing to life the stadium experience right from your mobile device. Engage with players, teams, lockers, tour buses, and much more plus exclusive content for superfans!

Ivan Braz, My LADS CEO, said “Fans want to feel part of the team’s family and that they matter for their idols. That’s also our belief and that’s why at My LADS, fans are the most important piece of the puzzle. This Seed Investment Round will help us tailor more experiences for the fans and create unique memories and collectibles to grow the engagement between fans and their favorite sports teams

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