Ad agency Bartle Bogle Hegarty, which recently invested in social gaming via a new venture (Chuck Studios) in Asia, has agreed to provide marketing, strategy and services for U.K. sports companion web app startup, Squawka – becoming a  ”significant” shareholder in the business.

The deal will give Squawka access to BBH’s offices globally, while Zag — BBH’s ventures division — will help with marketing, strategy and business operations.  Further terms were not disclosed (here’s the write-up on Squawka’s blog).

Squawka only launched in public beta back in June, offering itself as a companion to the Euro 2012 soccer tournament. The web app allows users to compare teams and players and actions in real-time, generating a live Player Performance Score which can be used to compare the performance of teams and players — something that has obvious appeal to the in-play betting market.

Currently Squawka offers real-time data visualisation for the English Premier League, La Liga, the Bundesliga, Ligue 1 and Serie A seasons.

Since its launch it’s attracted advertising from the likes of Domino’s, Gillette and Paddy Power. It also provides stats and real-time data for the recently announced Gillette Football Club — a partnership between Google and Proctor & Gamble for a dedicated football channel on YouTube.