Match Group has invested $100 million in Sniffies, a map-based platform for non-heterosexual men, reports Bloomberg. The company now holds a minority stake and has the option to acquire the remaining shares in the future. Sniffies will keep operating on its own with its current leaders.
Match Group has used this minority-first approach before. It invested in Hinge in 2017, then bought the whole company in 2018. Since then, Hinge has become Match Group’s fastest-growing brand and now has more engagement among younger users than Tinder does.
The Sniffies deal follows the same structure: a minority stake, founder independence, and an acquisition option. This shows Match Group sees Sniffies as a potential full acquisition rather than just a portfolio addition. With $3.487 billion in 2025 revenue and $1 billion in free cash flow, Match Group is well-positioned to act on this option.
Sniffies was founded by Blake Gallagher, who is still the CEO. The platform has about 3 million monthly active users worldwide and sees over 20 million messages sent each day. Its reach goes beyond the app, with popular clothing, global events, and the award-winning Cruising Confessions podcast.
Grindr, Sniffies’ main competitor, ended talks for a $3.46 billion take-private deal in 2025 due to financing issues, according to Reuters. There is no clear leader in the LGBTQ+ men’s dating market, and Match Group wants to fill that gap. Grindr has many social features, while Sniffies focuses on real-time location and intent.
Even though the two platforms have some similarities, they serve different needs. Sniffies is only available on the web, which limits its reach but also keeps it safe from App Store content rules.
The Sniffies investment provides Match Group with a rapidly growing and highly engaged platform in the GBTQ men’s market, a segment where its current portfolio has limited presence.
