Signality
Signality AB was a Linköping-based sportstech company that used AI-driven computer vision to convert sports video into structured performance analytics, serving professional teams and leagues. It was acquired by Spiideo in December 2024.
- Company typePrivate
- Founded2016
- HeadquartersLinköping, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Signality does
Signality AB is a Swedish sportstech company founded in 2016 and headquartered in Linköping, Sweden, that built AI-driven optical tracking technology to convert sports video footage into structured performance analytics. Its core platform uses computer vision and predictive analytics to capture player movements from video feeds and generate sports data across multiple sports and regions, including a Soccer API product that exposes the data programmatically to external systems. The company served professional and elite sports organizations — teams and leagues — that require scalable video-based performance and tactical analytics.
The company operated with a very small team (1-10 employees) led by CEO Mikael Rousson and CPO Michael Hoglund, and received one early-stage funding round in February 2017 from Almi Invest and Fast Track Malmo. No pricing, revenue, customer count, or marketing channel information is publicly disclosed. On December 18, 2024, Signality was acquired by Spiideo, a Swedish sports video technology company, with the stated purpose of enhancing Spiideo's AI-driven sports analytics products and enabling broader, multi-sport and multi-region deployment of the optical tracking capability. Following the acquisition, Signality operates as a part of Spiideo and no longer functions as an independent entity.
Signality firmographics
Firmographics- Name
- Signality
- Legal name
- Signality AB
- Website
- https://signality.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Signality AB was a Linköping-based sportstech company that used AI-driven computer vision to convert sports video into structured performance analytics, serving professional teams and leagues. It was acquired by Spiideo in December 2024.
- Ownership category
- akta.pro rank
Signality industry classification
Industry- Product category
- Sports Analytics Software
- NAICS
- Spectator Sports (71121)
- akta.pro primary industry
- Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)
Keywords
Where Signality is headquartered
LocationHeadquarters
- HQ city
- Linköping
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Signality business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure
Signality product offering
Product offeringCore offering
Signality provides AI-powered optical tracking technology that captures player movements from video feeds and converts them into structured sports analytics data. The platform enables scalable deployment across multiple sports and regions, with a Soccer API exposing generated soccer analytics data programmatically to external applications. Following its December 2024 acquisition by Spiideo, Signality's capabilities are delivered as part of Spiideo's broader AI sports analytics portfolio.
Product overview
Signality is a sports data technology company offering AI-powered optical tracking solutions that generate sports analytics data. The core platform consists of optical tracking technology and sports data generation capabilities, accessible via a Soccer API product. The company was acquired by Spiideo in December 2024 to enhance AI-driven sports analytics products.
Differentiator
Problem solved
Functional benefit
Products and services
- Optical Tracking and Sports Data Generation Platform
Companies that use Signality
Customer profileSegments1 record
Ideal customer profiles1 record
Signality technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature3 records
Signality partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SpiideocoreSpiideo, a Swedish sports video technology company, acquired Signality to enhance its AI-driven sports analytics products. The acquisition enables scalable deployment of optical tracking and sports data generation across various sports and regions. Signality now operates as part of Spiideo.
Scale indicators1 record
Recent moves3 records
Expansion highlights4 records
Signality competitors and assessment
Company assessmentDirect peers
- Second Spectrum: AI-powered sports tracking and analytics platform most visible in NBA and MLS broadcasts; comparable as a directly competing computer-vision sports tracking and analytics provider serving professional leagues.
- PlaySight Interactive: AI video and analytics platform installed in tennis, basketball, and other sports venues for teams and coaching; comparable for its computer-vision-based sports video analytics proposition sold to elite sports organisations.
- Hawk-Eye Innovations: Optical-tracking leader across tennis, cricket, football, and other sports; comparable as the most established provider of computer-vision-based player and ball tracking data for professional sports, directly overlapping Signality's core optical-tracking value proposition.
- Tracab (Genius Sports): Optical-tracking provider for football and other sports, owned by Genius Sports; comparable as one of the principal optical player-tracking vendors for professional football, mirroring Signality's soccer-tracking focus.
Broad incumbents
- Genius Sports: Sports data and technology group encompassing data, betting, and broadcast tech including Tracab; comparable because it operates in the same sports-data and tracking ecosystem where Signality's outputs and APIs are consumed.
- Stats Perform: Large-scale sports data and AI analytics provider across numerous sports and betting, media, and coaching use cases; comparable because it sits in the same sports-data-and-analytics market where Signality's API and tracking outputs are sold.
- Catapult Sports: Athlete-monitoring and performance-analytics provider used across elite team sports; comparable as it sells data-driven sports analytics to professional teams and leagues, the same customer base Signality targets.
- Spiideo: Swedish sportstech company and strategic acquirer of Signality, offering AI-driven video and analytics for sports organisations; comparable because it now commercialises Signality's technology and competes in the same AI sports-video analytics category.
Emerging players
- SkillCorner: Soccer-focused broadcast-tracking startup extracting player and team data directly from TV feeds; comparable because it competes in soccer tracking analytics and represents a distribution-light alternative to optical-tracking stacks like Signality's.
- Kinexon: Real-time tracking and analytics using sensor and computer-vision fusion in sports and industry; comparable for its sports-tracking analytics product aimed at professional teams and leagues.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Signality social profiles
Digital presenceSignality financial estimates
Financial estimateRevenue estimate
Valuation estimate
Signality leadership team
Management profileNumber of profiles
Profiles2 records
Signality funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Signality M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Signality
What does Signality do?
Signality provides AI-powered optical tracking technology that captures player movements from video feeds and converts them into structured sports analytics data. The platform enables scalable deployment across multiple sports and regions, with a Soccer API exposing generated soccer analytics data programmatically to external applications. Following its December 2024 acquisition by Spiideo, Signality's capabilities are delivered as part of Spiideo's broader AI sports analytics portfolio.
Is Signality a public or private company?
Signality is a private company. It is classified as corporate owned and is currently acquired.
When was Signality founded?
Signality was founded in 2016. It employs 1 to 10 people.
Where is Signality based?
Signality is headquartered in Linköping, Sweden, in the Europe region.
Who are Signality's main competitors?
Direct peers on record are Second Spectrum, PlaySight Interactive, Hawk-Eye Innovations and Tracab (Genius Sports). Broad incumbents are Genius Sports, Stats Perform, Catapult Sports and Spiideo. Emerging players are SkillCorner and Kinexon.
Does Signality have an API?
Yes. Signality offers a Soccer API that provides sports data generation capabilities, enabling integration of sports analytics data into external applications and systems.
What industry is Signality in?
Signality's product category is Sports Analytics Software. Its primary akta.pro industry code is MPAKAKAO, Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development). Its NAICS code is 71121.