SeventySix Capital had previously found its sweet spot in verticals like health, wellness and consumer-facing tech (with portfolio companies like Seamless and Nutrisystem,) but now the Conshohocken-based venture capital firm is all about sports.

The company, which recently added former Phillies slugger Ryan Howard as partner, announced the initial closing on a $10 million fund that will focus on sports technology startups, as well as health, wellness and the “future of retail.”

Backers of the fund include Tennessee Titans running back (and former Eagle) DeMarco Murray, tech investor Michael Rubin and Comcast exec David L. Cohen. There’s also funding from the Commonwealth of Pennsylvania through the Ben Franklin Technology Development Authority.

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A Video Conversation with Wayne Kimmel, Managing Partner of SeventySix Capital