What Sportway does

Sportway is an AI-automated sports video production and media rights company that produces and distributes live and on-demand broadcasts of sporting events, specializing in lower-tier leagues, youth divisions, and grassroots sports. Founded in 2017 in Stockholm by serial entrepreneurs Jonas Persson and Daniel Franck, the company serves 70+ national sports federations and leagues across more than 20 countries and produces over 250,000 live sporting events annually across 15+ sports including ice hockey, football, handball, volleyball, basketball, floorball, and field hockey. Its primary customers are national sports governing bodies, with secondary end-users including clubs, coaches, athletes, and betting operators.

The company's core technology stack consists of proprietary AI-powered automated camera systems installed at venues (2,200+ installations globally) that capture and produce games without human camera operators, supplemented by a software platform comprising Playsite (a white-label web-TV distribution platform with integrated pay-per-view and subscription billing), the Studio App (a mobile production tool with patented AI for real-time graphics), Team Account and Player Account (coaching and analytics tools), Situation Room (player-safety video review), and a low-latency feed (sub-5-second glass-to-glass) for betting operators and data aggregators. The platform integrates directly with federation databases for automated scheduling and supports white-label branding so each federation operates its own branded streaming service.

Sportway's business model combines multi-year enterprise partnership contracts with national sports federations, media rights acquisition and monetization through subscription and pay-per-view on white-label OTT platforms, and transactional fees from low-latency betting/data feeds. The company employs a free participation model for individual clubs, with federations absorbing platform and production costs, and generates recurring revenue primarily through long-term federation agreements. The group, organized under Sportway Media Group AB, includes wholly-owned subsidiaries (Sportway AB, Live Arena Sports AB, Studio Automated Holding Bv, Sportway NL, Acticom) and joint ventures (MyGame with TV2 and Amedia in Norway, Perinvest Media in Czech Republic), and is led by co-founder Daniel Franck as CEO.

Name

Sportway

Legal name

Sportway AB

Website

https://sportway.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Sportway is an AI-automated sports video production company that produces and distributes live broadcasts for 70+ national sports federations across 20+ countries, specializing in lower-tier leagues, youth divisions, and grassroots sports through 2,200+ installed camera systems.

Ownership category

akta.pro rank

Product category

Sports Broadcasting Technology

NAICS

Spectator Sports (71121), Other Spectator Sports (711219)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sports Streaming Distribution & App Platforms (CTV, Mobile, Web) (MPAKAOAL)

akta.pro secondary industries

In-Venue & Out-of-Home Sports Digital Broadcast Networks (MPAKAOAK), Performance Analysis & Video Coaching (HSADAEAG)

Keywords

• AI sports broadcasting
• Live sports streaming
• Automated video production
• Sports media rights
• OTT streaming platform

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices15 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Streaming Platform/Subscription Services: Provides live and on-demand sports streaming via Playsite platform with pay-per-view and subscription models. Federations offer services to clubs and members through the platform.
2. Media Rights Acquisition: Acquires media rights from sports federations and leagues, then produces and monetizes content through streaming platform. Company acts as digital media rights holder.
3. Enterprise/Federation Deals: Long-term partnerships with national federations providing end-to-end production and distribution services. Revenue from multi-year agreements with sports governing bodies.
4. Betting/Low Latency Data Feed: Low latency stream feeds sold to betting operators and live-data aggregators requiring sub-5-second glass-to-glass latency.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Sportway is an AI-automated sports video, data production, and media rights acquisition company that provides end-to-end, fully automated video production of live sporting events, specializing in lower-tier leagues and youth divisions. Its core offering combines proprietary AI-operated camera installations at venues with the Playsite white-label OTT web-TV platform, supplemented by mobile production (Studio App), coaching and analytics tools (Team Account, Player Account), post-game safety review (Situation Room), and sub-5-second low-latency feeds for betting markets. The company delivers services to 70+ sports federations and leagues across 20+ countries.

Product overview

Sportway offers an AI-automated sports video production and streaming platform specializing in lower-tier leagues and youth sports. The core platform consists of Playsite for video distribution and broadcasting, supplemented by mobile production (Studio App), coaching and analytics tools (Team Account, Player Account), safety review (Situation Room), and specialized low-latency streaming for betting markets. The company operates across more than 20 countries, works with over 70 sports federations and leagues, and produces over 250,000 live sporting events annually through AI-powered camera systems installed at venues.

Differentiator

Problem solved

Functional benefit

Products and services

• Playsite (Web-TV Platform) Fully customizable web-TV platform for broadcasting all produced games live and on-demand, with white-label branding, integration with federation databases for automatic match scheduling, and embedded pay-per-view and subscription billing. Sold to national sports federations and leagues.
• Studio App (Producer App) Mobile application (iOS/Android) that lets clubs manually produce game broadcasts using a smartphone, with patented AI real-time graphics, live game commentary via headset, and manual score and period indicators via a Match Controller.
• Team Account Web-based coaching tool providing real-time tagging of game events from live broadcasts, in-depth data collection tied to individual players, and video analysis with drawing and commenting to accelerate player and team development. Used by coaches and teams.
• Player Account Individual player media and statistics library that allows players to create personal video collections, track performance and progress, edit and share highlights, and build highlight reels for scouts, schools, and teams.
• Situation Room Post-game video review software providing high-resolution video of the entire playing surface with joystick control for scrolling, replay, speed adjustment, and zoom, used by federations and clubs for player safety analysis and refereeing support.
• Low Latency Feed Low-latency streaming service delivering sub-5-second glass-to-glass streams to multiple destinations, sold to betting operators and live-data aggregators that require real-time feeds for in-play markets.

Quantifiable outcome

• 250,000+ live sporting events produced annually
• +3 more outcomes

Named customers26 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature8 records

Partnerships

13 partnerships are on record, tiered flagship and core.

• KNHB (Royal Dutch Hockey Association)flagshipStrategic or Co-development Partner · 1 June 2026Long-term partnership launching ClubhockeyTV - national video platform making Dutch club hockey structurally visible. Shared ambition to provide every hockey club with professional media solution without financial barriers.
• Nevobo (Dutch Volleyball Federation)flagshipStrategic or Co-development Partner · 1 June 2026Long-term partnership launching Volleybal TV to make Dutch volleyball structurally visible across its full breadth. Aim to give around 100 clubs access to professional media solution.
• Czech Ball Hockey FederationcoreStrategic or Co-development Partner · 1 May 2026New long-term partnership for comprehensive streaming coverage of Czech ball hockey across all competition levels. AI-powered cameras to be installed at 12 venues ahead of 2026/27 season.
• Volleyball ACTcoreStrategic or Co-development Partner · 1 May 2026Partnership to deliver scalable live and on-demand coverage of competitions in Australian Capital Territory. Helping players, families, clubs, coaches and fans stay connected to the sport.
• DMC ProductioncoreImplementation/ SI/ Consulting Partner · 1 May 2026Norwegian production company played important role in adapting and refining AI camera technology for professional broadcast requirements. Collaboration instrumental in bringing full broadcast functionality into AI environment.
• Eyecons (acquired, now Sportway NL)coreTechnology or Integration · 1 October 2025Dutch OTT platform acquired in October 2025 to enhance sports coverage in the Netherlands. Combined technology and local market knowledge to expand sports content delivery across Dutch leagues and competitions.
• Sportall (acquired)coreTechnology or Integration · 1 October 2025Paris-based sports tech firm acquired to strengthen live sports streaming platform and expand into new markets. Sportall brings fan engagement tools and high-profile clients across various sports.
• Studio Automated/Studio Animated (acquired)coreTechnology or Integration · 1 April 2024Dutch AI broadcast competitor acquired in April 2024 in collaboration with Broadcast Solutions. Studio Automated's AI algorithms for live broadcasting software significantly enhance Sportway's technology capabilities.
• Broadcast SolutionscoreTechnology or Integration · 1 April 2024German broadcast systems integrator became co-owner of Studio Automated following joint acquisition. One of the world's leading broadcast systems integrators providing industry expertise and credibility.
• Perinvest Media (Czech Republic JV)flagshipStrategic or Co-development Partner · 1 June 2021Joint venture partnership in Czech Republic. Perinvest Media formed to operate Sportway services in Czech market, covering ice hockey, floorball, and volleyball via czechicehockey.tv.
• MyGame (Norway JV with TV2 and Amedia)flagshipStrategic or Co-development PartnerJoint venture with TV2 Norway and Amedia resulting in Norway's largest producer of sports broadcasts. MyGame is the home of all Norwegian youth and lower tier sports for 10 years.
• NextGenXV (UK/England)coreChannel Partner/ Reseller/ DistributorPartnership with NextGenXV in UK as Sportway UK to expand digital coverage of grassroots and school sports.
• Studio AutomatedcoreTechnology or IntegrationAI software developer providing AI-operated multicam workflows. Studio Automated's algorithms enable five AI-operated cameras to produce full live football match with one manned camera.

Scale indicators15 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• PlaySight Interactive: Provider of AI-connected sports video and analytics platforms combining multi-angle automated capture with coaching/performance analysis. Overlaps with Sportway's product suite (coaching tools, player analytics) in team sports markets.
• Spiideo: Sweden-based AI sports video and analytics company providing automated video capture, cloud-based analysis, and streaming for team sports. Geographic and product overlap with Sportway in the Nordics; similar federation/club GTM.
• Veo Technologies: Denmark-based AI-powered sports camera company offering automated video capture and streaming for amateur and youth sports. Closest direct competitor with overlapping technology (AI cameras) and target market (lower-tier leagues and clubs), competing head-to-head for federation and club mandates globally.
• Pixellot: Israel-based provider of AI-automated sports production systems (fixed and portable camera units) with very similar value proposition: unmanned multi-camera capture of amateur sports for streaming. Direct competitor for federation and league OTT contracts across multiple sports and geographies.

Broad incumbents

• Genius Sports: Global sports data and technology company providing data feeds, betting services, and streaming to sportsbooks and media. Comparable to Sportway's Low Latency Feed business for betting operators, and a potential competitor for federation media rights.
• Hudl: US-based dominant incumbent in sports video analysis for amateur and youth sports, offering automated capture, coaching tools, and team/athlete highlights. Larger, broader portfolio across multiple sports and geographies; overlaps with Sportway's Team Account and Player Account use cases.
• Stats Perform: Sports data and AI technology company providing live data feeds, optical tracking, and broadcast augmentation. Comparable to Sportway in AI-augmented sports production for betting and media, and an adjacent competitor for federation data partnerships.
• Catapult Sports: Provider of athlete tracking, performance analytics, and video analysis for professional and elite sports teams. Overlaps with Sportway's Team Account coaching/analytics tools, though Catapult is more focused on elite rather than amateur levels.

Emerging players

• Trace: Youth sports video platform focused on automated capture and personalized highlight reels for young athletes and families. Comparable to Sportway's Player Account offering, with similar grassroots/youth target audience.

Regional players

• MyGame (TV2/Amedia JV): Norway-based joint venture between TV2 and Amedia that is also a Sportway joint venture partner. Operates as the home of Norwegian youth and lower-tier sports for 10 years - effectively a regional implementation/distribution partner with deep Norway market presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sportway-ab
• Xx.com/sportwayse

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries6 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A3 records

Investments

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

Frequently asked questions about Sportway