UM has announced it has taken on the U.S. and UK media planning and buying business of SportsYapper, the new social application for sports fans. While the UK will be SportsYapper’s first national launch, the account was originally won by UM in the U.S.

SportsYapper is the game time social application available on iOS and Android devices. The app provides the user with an interactive experience, comparable to being at a sports bar watching your favorite team.

UM has been a vital partner in launching SportsYapper in the UK- centering on a media integration around football (soccer) with a multimedia partner: talkSPORT. Key on-air talent encourages installs of the app by passionate English football fanatics, while “yapping” surrounding the key matches. Activity began in March and will extend through the World Cup in July. SportsYapper is looking to re-launch the U.S. version of the app later in 2014.