Universal Music-backed live-event marketing service Pollen has now raised $100m altogether and is entering the sports experience space.

Pollen, a UK-based live entertainment marketing platform backed by record label Universal Music Group (UMG), has received $60m in a round led by venture capital firm Northzone, UK Tech News (UKTN) reported yesterday.

Northzone was joined in the round by the alternative asset subsidiary of investment group Groupe Bruxelles Lambert, as well as Draper Esprit, Kindred Capital, Backed VC, Sienna Capital and undisclosed additional investors.

Founded in 2014 as StreetTeam and later known as Verve, Pollen runs an online members…