Diddo, a Santa Monica-based ecommerce startup, has been selected for the Comcast NBCUniversal Sports Tech Program, allowing the company to experiment with major sports properties owned by NBCU, Comcast and key partners.
The goal is to help boost the fortunes of promising young tech concerns and to help NBCU and Comcast properties innovate on the presentation of live sports and related sports content.
Diddo specializes in using AI tools to make it easier for viewers to buy the goods and products that they see on screen, or related suggestions. The company specializes in handling the last-mile payment and merchandise fulfillment systems with retail and shipping partners. It has a number of digital media clients, including DailyMotion and Mux.
The Comcast NBCU Sports Tech program brings 10 companies into a six-month program to collaborate on cutting-edge applications with staffers from NBC Sports, NBC Sports Next, Sky Sports, Comcast Spectacor, the GOLF Channel, NASCAR, Premier League, PGA TOUR, University of Notre Dame, U.S. Ski & Snowboard, USA Swimming, and USA Cycling. Diddo and the others were chosen for the 2025 class from more than 1,600 applicants. The program begins this week in Atlanta.
“This investment from Comcast NBCUniversal SportsTech is thrilling for us as it’s an affirmation of our unique AI and best-in-class tech from one of the leading content and platform companies. 2025 is the year of shoppable TV, and sports technology will play a huge role in its swift adoption,” said Rishi Nair, CEO of Diddo. “Diddo is already changing the way we interact with content; this is a unique opportunity for us to speed our growth and shape the future of entertainment. We’ll gain so much from access to industry experts to collaborations with partners.”
Comcast and NBCU began the Sports Tech program in 2021. Diddo was founded two years ago by Nair along with Ryan Sullivan and Pamela Chen.
“This year’s cohort has developed a diverse range of cutting-edge technologies poised to impact the future of sports, including in the areas of fan experience, athlete performance, and venue operations,” said Jenna Kurath, VP of Startup Partnerships and Head of Comcast NBCUniversal SportsTech. “By investing in and supporting their growth, Comcast NBCUniversal SportsTech is driving key business outcomes for both our portfolio and our partners by offering a unique lens into the latest in sports innovation while shaping a more dynamic and engaging experience for fans and athletes worldwide.”
The other nine companies are:
- Camb.AI – Dubai, UAE
- Ekkobar – Indianapolis
- Liminal Space – Los Angeles
- LiveLike — New York
- Orreco – Galway, Ireland
- OZ Sports – Reykjavik, Iceland
- PAM – Los Angeles
- Satisfi Labs – Tampa, Fla.
- Transmit – Miami, Florida, United States
(Pictured: Ryan Sullivan, Pamela Chen and Rishi Nair)