Pendular

What Pendular does

Pendular SL is a Spanish sports-technology company founded in 2019 in Madrid by Carlos Ballesteros (CEO) and Juan José Cano-Cortés, operating a B2B SaaS platform that uses proprietary computer vision and generative AI to automatically detect key moments in live sports broadcasts and produce ready-to-publish highlight clips, vertical cuts, and around-the-game content in real time. The platform unifies five functional modules—Create (automated highlights, prompt-based AI compilations), Edit (effects, logos, score overlays), Manage (centralized tagged video library with role-based access), Monetize (Google Web Stories with programmatic advertising via Google OneBox), and Distribute (native publishing to Instagram, TikTok, YouTube, and X)—and includes Pendular ISO® for automatic multi-format export (16:9, 9:16, 4:5, 1:1). Its core technical differentiator is analyzing raw video directly to capture authentic moments (crowd reactions, celebrations, bench reactions) that do not appear in structured data feeds, plus AI-driven per-player tracking for personalized compilations. Pendular monetizes via annual enterprise subscriptions sold through a direct sales motion to sports leagues, federations, clubs, and broadcasters, with pricing undisclosed and customer count stated at 50+ organizations across 30+ countries, including the Australian Open, Premier Padel, Liga F, Win Sports, Basketball Austria, USPA, IFL, Estonian Football Association, and the European Table Tennis Union. The company is privately held with no disclosed funding rounds, and is GDPR-compliant and aligned with Google's API Services User Data Policy.

Name

Pendular

Legal name

Pendular SL

Website

https://pendular.io

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Pendular is a Madrid-based B2B SaaS company that uses proprietary AI to automatically generate, edit, and distribute real-time sports highlights for leagues, federations, clubs, and broadcasters across 30+ countries.

Ownership category

akta.pro rank

Product category

Sports Media Technology

NAICS

Software Publishers (513210), Postproduction Services and Other Motion Picture and Video Industries (51219), Software Publishers (5132)

SIC

Services-Prepackaged Software (7372), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Video Creation, Editing & Publishing Tools (Creator Software) (MPACABAD)

akta.pro secondary industry

Creator Tools & Production (Overlays, Alerts, Encoding, Editing, Audio) (MPAFAEAC)

Keywords

• Sports content automation
• AI video highlights
• Video distribution platform
• Automated highlight generation
• Sports media technology

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform SaaS Subscription: Pendular provides its AI platform as a service to sports rights holders, leagues, federations, and clubs for automated content creation, distribution, and monetization. The platform enables clients to create automated highlights, real-time clips, and full game compilations while distributing them across multiple formats and platforms simultaneously.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Pendular provides an AI-powered software platform that automatically generates, edits, manages, monetizes, and distributes sports highlight clips in real time from live broadcasts, video feeds, and supplementary data. The platform enables sports rights-holders—leagues, federations, clubs, and broadcasters—to convert raw broadcast content into ready-to-publish short-form videos across multiple formats and channels without manual editing work. It includes modules for AI Player Tracking, AI Compilations, an automated Video Library, and WebStories monetization via Google OneBox.

Product overview

Pendular is a unified AI-powered sports content automation platform that enables rights-holders to create, manage, monetize, and distribute sports video content at scale. The core platform combines automated highlight generation with AI-driven player tracking and multi-platform distribution. Key modules include: the Create module (automated highlights, vertical clips, AI compilations), the Edit module (video editing with effects and customization), the Manage module (centralized video library with tagging and permissions), the Monetize module (WebStories with programmatic advertising and Google OneBox integration), and the Distribute module (real-time publishing to social platforms). Pendular ISO® technology enables automatic format export across multiple aspect ratios. The platform serves sports federations, leagues, clubs, and media companies across Europe, South America, and Oceania.

Differentiator

Problem solved

Functional benefit

Products and services

• Pendular Platform AI-powered sports content automation platform that automatically generates, edits, manages, monetizes, and distributes sports highlight clips in real time from live broadcasts and supplementary data, sold to sports leagues, federations, clubs, and broadcasters.

Quantifiable outcome

• 30M+ fans reached in 30+ countries
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability6 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Estonian Football AssociationcoreStrategic or Co-development Partner · 28 April 2026Pendular partnered with the Estonian Football Association to deliver real-time, automated highlight production and matchday content for the A. Le Coq Premium Liiga, Esiliiga and Naiste Meistriliiga. Pendular identifies key moments as they happen, generates high-quality highlight clips, and produces around-the-game content including player actions, crowd reactions, and key match context.
• Indoor Football League (IFL)coreStrategic or Co-development Partner · 17 March 2026Pendular named Official Highlight Technology Partner of the IFL beginning with the 2026 season. Pendular's AI platform will power the league's entire highlight ecosystem, enabling delivery of faster, smarter, and more dynamic video content across all digital platforms.
• Basketball AustriacoreStrategic or Co-development Partner · 3 March 2026Basketball Austria implemented Pendular's AI infrastructure across its competitions to automatically generate, package, and distribute real-time highlights, top plays, and platform-native social formats. This replaced manual clipping and editing workflows with automated production pipelines.
• United States Padel Association (USPA)coreStrategic or Co-development Partner · 13 January 2026Pendular serves as USPA's official technology provider for automated content creation, helping the federation deliver high-quality, consistent, and scalable video coverage of tournaments, clubs, and player initiatives nationwide. Pendular will automatically generate match highlights, social-ready clips, dynamic graphics, and in-game content.
• Win SportscoreStrategic or Co-development Partner · 1 July 2024Pendular partnered with Win Sports, Colombia's leading sports content network, to generate automated sports highlights for men's and women's soccer. The collaboration focuses on automated match summaries using artificial intelligence, enabling fans to relive exciting moments from Colombian professional soccer.
• Australian OpencoreStrategic or Co-development PartnerTrusted partner providing automated highlight production for one of tennis's Grand Slam tournaments.
• Premier PadelcoreStrategic or Co-development PartnerGlobal leader in automated padel highlights and AI-driven sports content for Premier Padel's global padel tour.
• Liga FcoreStrategic or Co-development PartnerAI-driven content automation for Spain's top women's football league.
• The Women's CupminorStrategic or Co-development PartnerContent automation partnership for international women's football tournament.
• European Table Tennis UnionminorStrategic or Co-development PartnerAutomated content generation partnership for European table tennis competitions.

Scale indicators3 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• Spiideo: Spiideo offers AI-powered sports video analysis and automated recording for team sports, federations, and clubs. Comparable to Pendular in using computer vision to automate video workflows and generate content for sports organizations at scale.
• Veo Technologies: Veo provides AI-powered sports recording and analysis with automated camera technology and video analysis tools used by clubs, federations, and schools globally. It overlaps with Pendular's computer-vision-based approach to sports video and increasingly targets the same rights-holder and club segment.
• WSC Sports: WSC Sports is the leading AI-driven sports content automation platform, automatically generating and distributing real-time highlights for leagues, broadcasters, and teams. It is Pendular's most direct competitor, serving the same rights-holder segment with a similar automation, editing, and multi-platform distribution stack.
• Pixellot: Pixellot provides AI-automated sports video production and analytics for leagues, federations, and clubs without on-site camera operators. Closely aligned with Pendular in automating content creation at scale and distributing to media partners and broadcasters.
• Hudl: Hudl provides video analysis and content tools for sports teams, leagues, and federations at massive scale across football, basketball, soccer, and more. Overlapping with Pendular's sports-video automation and tagging capabilities, Hudl targets similar coaching and media workflows with an integrated platform.

Broad incumbents

• Second Spectrum: Second Spectrum is a sports AI and tracking company serving top leagues and broadcasters with computer-vision-based analytics and content tools. Relevant peer given its computer vision expertise and rights-holder customer base, though it skews toward advanced analytics and officiating rather than social highlight automation.
• Catapult Sports: Catapult is a leading athlete tracking and performance analytics provider for elite sports teams and leagues, with growing media/content adjacencies. Comparable to Pendular in serving elite sports organizations with data-driven technology, though Catapult's core focus is performance and load management rather than highlight creation.
• Genius Sports: Genius Sports is a global sports data, technology, and media company powering leagues, sportsbooks, and broadcasters with official data and content services. Overlaps with Pendular in serving major sports rights holders and increasingly in AI-driven content and media distribution.
• Stats Perform: Stats Perform is a large, established sports data and AI content company serving leagues, broadcasters, and media globally with Opta data, AI-powered content, and broadcast graphics. It competes with Pendular in automated content generation for premium rights holders and has substantially broader capabilities and scale.

Emerging players

• Spalk: Spalk provides remote commentary, AI-powered sports broadcasting, and content automation tools for federations, leagues, and media partners. Comparable to Pendular in delivering automated, AI-driven content workflows to rights holders across multiple sports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pendulartech
• LinkedInlinkedin.com/company/pendular-tech
• Instagraminstagram.com/pendular.io

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Pendular