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Sports and entertainment startup Vaunt—which partners with athletes and artists to stream content, sell merchandise and offer NFTs—has raised $5 million in new funding, the company’s co-founder and CEO, former NBA player Roger Mason Jr., told dot.LA.

Vaunt’s Series A round saw participation from Elysian Park Ventures, the investment arm of the Los Angeles Dodgers’ ownership group. Other investors included metaverse firm InfiniteWorld and True Culture Fund, as well as former New York Giants star Justin Tuck and Michele Roberts, the former executive director of the NBA Players Association.

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The orange Gatorade cooler is a staple on the bench of nearly every professional sport. But according to Mubarak Malik, the former New York Knicks training director, there are few athletes who actually drink the cooler's offerings.

"It's a marketing ploy," Malik said. "I'd say about 80% of players just drink water, the other half just just drink hydration tablets."

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One of the most famed soccer teams in the world, Barcelona Football Club, has described appealing to Gen Z as "the greatest challenge in professional sport."

That's why the Spanish soccer league and home of Barcelona FC, La Liga, has partnered with GreenPark Sports, a mobile gaming platform that has also inked deals with the NBA and League of Legends Championship Series (LCS), a popular esports league.

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