Football team owners invest $10M in online community, ecommerce company

  The Kraft Group – owners of the New England Patriots — is investing $10 million in series A financing in matchmine, a Massachusetts-based company whose genesis came from work done with the Patriots football team. On the company’s Web site it says, “matchmine is building a media discovery platform that gets to know what you like, and then finds the video, music, news, film, blogs and other content you’d love to find yourself, if you had the time. It’s like having a best friend whose full time gig is to send you great stuff. matchmine can recommend movies, music, videos, and blogs based on what you like. Unlike sites that made recommendations solely on what you’ve bought at that site, your MatchKey is portable and gets recommendations for you based on all your media preferences. “ MatchKey is part of matchmine software that gathers data based on user-entered preferences. Published reports say matchmine hopes to use its technology by partnering with online community sites and e-commerce businesses and sharing in advertising revenue. Under matchmine’s plan, partners would be able to better target users who have a Matchkey by getting to look at their personal tastes in media content. Users would have to grant permission for other sites to access their preferences. The matchmine technology will be unveiled at next week’s DEMOfall07 show.  DEMO is produced by  by Network World Events and Executive Forums.