What SportAI does

SportAI is a B2B sports technology company headquartered in Oslo, Norway, founded in late 2023. It has built an AI-powered computer vision and machine learning platform that delivers real-time technique analysis and performance feedback for racket and paddle sports, including tennis, padel, pickleball, and beach tennis. The core technology combines 3D body pose estimation, ball trajectory tracking, and motion-capture analysis applied to standard video input, with a generative AI chat assistant that translates model outputs into natural-language coaching feedback. SportAI's platform is deployed across approximately 3,000 venues, 17,000 courts, and 30 countries, and serves both enterprise and consumer segments.

The company operates a dual product strategy. The SportAI Enterprise Platform provides APIs and integration tools for camera providers, streaming platforms, academies, federations, and equipment brands, enabling those businesses to embed technique analysis into their own products and services. The consumer offering, SportAI Open, is a beta-launched direct-to-consumer application providing technique feedback to individual players. Distribution is anchored by integration partnerships with MATCHi (a court-booking platform with approximately 1 million users across 30 countries), Save My Play (1,000+ courts across 15+ countries), and Shark, which extends the platform into pickleball and beach tennis.

SportAI's business model combines B2B SaaS subscriptions and API/platform licensing for enterprise customers with a freemium consumer offering, monetized through SportAI Open. The company has approximately 12 employees and has raised $5.7M in total funding across pre-seed, seed, and Series A rounds, with the most recent round being a $3M oversubscribed Series A led by Altitude Capital in November 2025. Notable individual investors include chess grandmaster Magnus Carlsen and professional tennis player Casper Ruud, and governance is led by CEO Lauren Pedersen, CTO Felipe Longé, and Chairman Endre Holen. The company acquired Padelytics in May 2026 to consolidate padel-analytics capability.

Name

SportAI

Legal name

SportAI

Website

https://sportai.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

SportAI is a B2B sports technology company providing an AI-powered computer vision and machine learning platform that analyzes technique in racket and paddle sports, serving enterprise customers (camera providers, streaming platforms, academies, federations) and consumers across approximately 30 countries.

Ownership category

akta.pro rank

Product category

AI Sports Analytics Software

NAICS

Spectator Sports (71121), Fitness and Recreational Sports Centers (713940)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Performance Analysis & Video Coaching (HSADAEAG)

akta.pro secondary industries

Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH), Sports Streaming Platforms (MPACAAAE)

Keywords

• AI sports analytics
• Computer vision coaching
• Racket sports performance
• Video analysis platform
• Sports technique AI

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. B2B Enterprise SaaS Subscriptions: Annual or multi-year subscriptions for academies, federations, camera providers, and streaming platforms that integrate SportAI's API and white-label the technology for their end users.
2. API/Platform Licensing: Per-usage or tiered licensing fees for technology partners (e.g., Save My Play, Shark, MATCHi) that embed SportAI's computer vision and analysis capabilities into their platforms.
3. Consumer Subscriptions (SportAI Open): Direct-to-consumer subscriptions for individual athletes and coaches accessing analysis through the SportAI Open web app, with a free basic tier during beta.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

SportAI provides AI-powered video analysis for racket sports (tennis, padel, pickleball, beach tennis) using computer vision and machine learning. Its core products include the SportAI Enterprise Platform (a B2B SaaS with Statistics, Highlights, and Technique APIs), the SportAI Open consumer web app, and Padelytics padel analytics. The technology delivers 3D pose estimation, ball trajectory and spin tracking, automated highlight generation, and AI-driven coaching feedback for individual athletes, coaches, academies, federations, camera providers, and streaming platforms.

Product overview

SportAI is an AI-powered sports technology company offering a unified platform for racket sports analysis. The product portfolio consists of SportAI Open (consumer-facing web app for players and coaches), the SportAI Enterprise Platform (B2B SaaS with modular capabilities: Statistics & Tactics, Social Engagement, and Technique Analysis), and API products (Statistics API, Highlights API, Technique API) for enterprise integration. Following the May 2026 acquisition of Padelytics, the combined platform delivers automated match analysis, video highlights, advanced technique analysis, player development insights, personalized equipment recommendations, and coaching applications across tennis, padel, and pickleball.

Differentiator

Problem solved

Functional benefit

Brands

• SportAI Open: A web app providing instant AI-powered analysis for tennis, padel, and pickleball during open beta.

Products and services

• SportAI Open Consumer-facing web app that provides instant AI-powered video analysis for tennis, padel, and pickleball players. Users upload or capture video footage and receive technique insights, training tips, and personalized recommendations. Free during open beta with basic analysis; subscription tiers planned for expanded features.
• SportAI Enterprise Platform B2B SaaS platform with modular capabilities for enterprises, including Statistics & Tactics (ball tracking, player positioning, shot patterns), Social Engagement (automated highlight generation), and Technique Analysis (biomechanics, 3D visualizations, equipment recommendations). Delivered via API integration for streaming platforms, camera providers, booking apps, equipment brands, and sports organizations.
• Statistics API API product providing ball, player, and match-level statistical insights. Enables enterprises to ingest video and receive structured data outputs including ball tracking, player positioning, shot patterns, rally characteristics, and movement efficiency metrics for building performance and engagement features.
• Highlights API API product for automatic rally and moment detection. Enables enterprises to automatically generate highlight clips from match footage with configurable detection parameters, delivering share-ready video outputs for fan and player engagement.
• Technique API API product for biomechanics-based movement analysis. Enables enterprises to extract detailed technique data including swing mechanics, body positioning, markerless motion capture, kinetic chain analysis, and equipment recommendations from video input.
• Padelytics AI-powered padel analytics platform acquired by SportAI in May 2026, providing automated video analysis, highlights, and performance insights for players, coaches, and clubs. Real-time system deployed across clubs in Europe, the US, and LATAM, now part of the combined SportAI racket sports platform.

Quantifiable outcome

• Deployed across 3,000 venues and 17,000 courts in 30 countries
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• MATCHicoreTechnology or Integration · 1 January 2025Strategic partnership integrating SportAI's AI-powered technique analysis into the MATCHi platform, which serves over 1 million users across 30 countries. MATCHi acts as a distribution channel, white-labeling SportAI's computer vision capabilities for its booking and court management ecosystem.
• Save My PlaycoreTechnology or Integration · 1 January 2025Partnership integrating SportAI's computer vision analysis into Save My Play's court camera systems across 1,000+ courts in 15+ countries. Save My Play's cameras capture session video which SportAI's AI processes to deliver automated technique analysis and highlight reels to end users.
• Shark (Pickleball/Beach Tennis)coreTechnology or Integration · 1 January 2025AI-powered coaching app for pickleball and beach tennis markets. The Shark app, operated by Padelytics (which acquired SportAI's technology/team), embeds SportAI's analysis engine to provide automated coaching insights to recreational and competitive players.
• PadelyticscoreStrategic or Co-development Partner · 1 January 2025Padelytics acquired SportAI's technology and team to create the Shark AI coaching app for pickleball and beach tennis. This represents a significant strategic integration where SportAI's core AI technology powers the Shark consumer app brand.
• Amfitech ApSminorStrategic or Co-development Partner · 1 January 2025R&D collaboration with Amfitech ApS, a Danish sports technology company, for joint development of analysis capabilities tailored to specific racket sport applications.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Stats Perform: Sports AI and data company providing real-time statistics, predictive analytics, and computer vision for sports broadcasters and teams. Overlaps with SportAI in sports data analytics, AI-powered insights, and broadcasting partnerships.
• Hudl: Leading sports video analysis platform used by 315,000+ teams globally. Hudl is the dominant incumbent in team sports video analysis and is the closest strategic comparable - SportAI chairman Endre Holen served on Hudl's board for seven years. Hudl is broader in sport coverage but less specialized in AI computer vision for racket sports.
• Catapult Sports: Elite athlete performance analytics company providing wearable and video-based tracking for professional teams. Comparable as a sports performance analytics vendor for academies and federations, though Catapult focuses on wearables/IMUs more than computer vision.
• IBM watsonx for Sports: IBM's AI platform that has been applied to sports analytics including tennis (Wimbledon, US Open). Represents a potential large-platform competitive threat with deeper resources, though less specialized in racket sports than SportAI.

Regional players

• Playtomic: Leading racket sports booking and community platform with global reach, similar to MATCHi. While primarily a booking platform rather than an AI vendor, Playtomic represents an alternative distribution channel for SportAI's technology or a potential competitive threat if it builds its own AI features.

Emerging players

• Second Spectrum: Sports AI and computer vision company providing tracking and analytics for major sports leagues. Comparable as a sports CV/AI vendor working with professional leagues and broadcasters, with similar underlying technology stack.
• Sportlogiq: AI sports analytics company using computer vision for team sports (hockey, soccer, lacrosse). Comparable as a sports AI/CV company applying ML to video footage for performance insights, though focused on team sports rather than racket sports.

Direct peers

• SwingVision: AI-powered tennis and pickleball swing analysis app that uses computer vision to provide technique feedback and match statistics from mobile video. Most direct head-to-head competitor in the racket sports AI analysis space, with consumer and pro offerings similar to SportAI Open.
• Veo Technologies: AI-powered sports camera platform that automatically captures and analyzes sporting events including football, basketball, and other team sports. Veo overlaps with SportAI in camera-based AI sports analysis but is broader in sport coverage.
• PlaySight Interactive: AI sports video and analytics platform serving tennis, basketball, and other sports with court-mounted cameras. Direct competitor in racket sports AI analysis with similar camera-installation-based deployment model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SportAI