E -commerce Startup Diddo gets a boost from Comcast NBCU program

DIDDO, an e-commerce startup-up-up-up-up-up-up, has been selected for the Comcast NBCUIVERSAL SPORTS TECH Program, allowing the company to experiment with large sponsorships that are owned by NBCU, Comcast and important partners.

The aim is to increase the fortunes of promising concerns of young technology and to help NBCU and Comcast properties innovate about the presentation of live sport and related sports content.

Diddo specializes in using AI tools to make it easier for viewers to buy the goods and products they see on the screen, or related suggestions. The company specializes in dealing with the last-mile payment and merchandise version systems with partners for retail and shipping partners. It has a number of digital media customers, including Dailymotion and Mux.

The Comcast NBCU Sports Tech Program brings 10 companies in a six -month program to work together on advanced applications with employees of NBC Sports, NBC Sports Next, Sky Sports, Comcast Spectacor, The Golf Channel, Nascar, Premier League, PGA Tour, University of Notre Dame, US Ski & Snowboard, USA Swimming and USA Cycling. Diddo and the others were chosen for the 2025 class of more than 1,600 applicants. The program starts this week in Atlanta.

“This investment of Comcast NBCUIversal Sportstech is exciting for us, because it is a confirmation of our unique AI and best-in-class technology of one of the leading content and platform companies. 2025 is the year of Shoppable TV and sports technology will play a major role in rapid adoption, “said Rishi Nair, CEO of Diddo. “Diddo is changing all the way we deal with content; This is a unique opportunity for us to speed up our growth and to shape the future of entertainment. We will get so much from access to experts from the industry to cooperation with partners. “

Comcast and NBCU started the SportTech program in 2021. Diddo was founded two years ago by Nair together with Ryan Sullivan and Pamela Chen.

“This year’s cohort has developed a wide range of advanced technologies that are ready to influence the future of sport, also in the field of fan experience, athlete performance and location operations,” said Jenna Kurath, VP of Startup -partnerships and head of Comcast NBCUIVERSAL SPORTSTECH. “By investing in and supporting their growth, Comcast NBCUIVERSAL SPORTECHTEech stimulates important business results for both our portfolio and our partners by offering a unique lens in the latest sports innovation, while a more dynamic and fascinating experience for fans and athletes becomes worldwide formed. ”

The other nine companies are:

(Depicted: Ryan Sullivan, Pamela Chen and Rishi Nair)