Sportway Media Group

What Sportway Media Group does

Sportway Media Group is a Stockholm-based sports media and technology company that provides AI-automated end-to-end video and data production for live sporting events, with a deliberate focus on lower-tier leagues, youth, and grassroots competitions that traditional broadcast economics cannot serve. The group is organized as a holding over three core operating subsidiaries: Sportway, which delivers the AI-automated production technology and camera infrastructure; MyGame, a Norway-based B2C subscription streaming platform co-owned with broadcasters TV 2 and Amedia; and Live Arena Sports, the internal software arm developing streaming, scheduling, analytics, and coaching tools. The technology stack combines intelligent camera tracking, fixed camera installations, automated production workflows, OTT/white-label distribution, and integrations with stats, graphics, and scheduling systems, and has been deployed across approximately 1,500–2,000 camera installations worldwide.

The company serves national and international sports federations, leagues, clubs, broadcasters, and consumers, with named customers including the Norwegian Football Federation, Swedish and Finnish Ice Hockey Associations, the IIHF, New Zealand Football, Norwegian Volleyball and Basketball Federations, TV 2, Amedia, and FIFA+. The 24/25 season production volume is estimated at 250,000+ events across 11 sport types in 13 countries, with an additional 4,000+ installations cited as sales pipeline. In March 2025, the group expanded into the UK via the launch of Sportway UK and the acquisition of NextGenXV, a school and youth sports production company, and in April 2025 signed a multi-year partnership with Infront and the IIHF to produce lower-division ice hockey content for the new IIHF.tv platform.

Revenue is generated through a mix of media rights licensing (streaming, data, and betting rights for federations and leagues), managed production services (camera installation, infrastructure, and ongoing content production), subscription and pay-per-view streaming through MyGame, and commercial packaging and sponsorship. GTM is enterprise field sales into federations and leagues, supplemented by media partner distribution and direct-to-consumer subscriptions. The company is privately held, founder-led, and reports no disclosed external funding rounds, with offices spanning Stockholm, Oslo, Copenhagen, Helsinki, Riga, Prague, Paris, Milan, Auckland, Melbourne, and the newly formed UK entity.

Name

Sportway Media Group

Legal name

Sportway Media Group

Website

https://sportwaymediagroup.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Sportway Media Group is a Stockholm-based sports media and technology company that uses AI-automated production and camera infrastructure to deliver end-to-end live video and data services for federations, leagues, clubs, and broadcasters, with a B2C subscription brand (MyGame) in Norway.

Ownership category

akta.pro rank

Product category

Sports Broadcasting Technology

NAICS

Broadcasting and Content Providers (516), Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (7112)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Motion Picture & Video Tape Distribution (7822), Television Broadcasting Stations (4833)

akta.pro primary industry

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

akta.pro secondary industries

Sports Event Production & Broadcast Operations (In-venue, Jumbotron, live feed) (MPAGAMAI), International Sports Broadcasters & Rights Channels (MPABAEAE), Media & Broadcast Sponsorship (In-Game Broadcast, Streaming Sponsorship) (MPAKALAF)

Keywords

• AI-automated sports broadcasting
• Live sports video production
• OTT streaming platforms
• Sports media rights
• Grassroots sports streaming

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Media Rights: Acquisition and commercialization of media rights for sports federations and leagues, including streaming rights, data rights, and betting rights
2. Production Services: Managed production services including camera installation, infrastructure setup, and ongoing content production for federations and leagues
3. Subscription Streaming: Subscription-based streaming services (B2C through MyGame) offering fans access to grassroots and elite sports content, including subscription-based streaming and pay-per-view options
4. Sponsorship and Commercial Packaging: Commercial packaging of sports content, sponsorship opportunities, and partnership arrangements with brands

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Sportway Media Group is an AI-automated sports video and data production company providing end-to-end, fully automated video production of live sporting events. It deploys intelligent camera installations and AI-driven production workflows to deliver broadcast-quality coverage of grassroots, lower-tier, and elite sports at a fraction of traditional costs, and distributes that content via customized OTT platforms, white-label solutions, and the B2C MyGame subscription service.

Product overview

Sportway Media Group is a portfolio company with a platform-plus-subsidiaries architecture. The parent company owns three main subsidiaries: (1) Sportway provides AI-automated sports video and data production and distribution with end-to-end capabilities; (2) MyGame is the B2C subscription streaming brand for grassroots sports in Norway covering six major team sports; (3) Live Arena Sports develops the underlying software for streaming, scheduling, broadcasting, analytics, and coaching tools. The group has recently expanded with Sportway UK and acquired NextGenXV for schools and youth sports coverage in the UK. A key partnership product is IIHF.tv for ice hockey streaming. The combined ecosystem provides scalable end-to-end live streaming with any production partner or end-user platform, covering 250,000+ events annually across 13 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Sportway: AI-automated sports video and data production and distribution company providing end-to-end fully automated video production of live sporting events
• MyGame
• Live Arena Sports

Products and services

• Sportway Core B2B platform offering AI-automated live sports video and data production with intelligent camera tracking, end-to-end broadcast capabilities, and scalable infrastructure for federations, leagues, and clubs.
• MyGame Customer-facing B2C subscription streaming service providing fans access to grassroots and lower-tier sports content across multiple sports, leveraging Sportway's AI-automated camera and production infrastructure.
• Live Arena Sports Software platform providing live streaming infrastructure, scheduling, broadcasting tools, sports data analytics, and coaching products that power Sportway Media Group's production ecosystem.
• NextGenXV UK-based production offering covering lower-tier, youth, and school sports with live streaming, editorial, social, video, and audio content across Rugby Union, Netball, Hockey, Touch Rugby, Lacrosse, Cricket, Soccer, Athletics, and Ice Skating.
• IIHF.tv OTT streaming platform for the International Ice Hockey Federation delivering live and on-demand ice hockey content across all IIHF tournaments.

Quantifiable outcome

• 99% of sports events can now find a commercially viable audience for the first time
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

13 partnerships are on record, tiered flagship, core, minor and major.

• International Ice Hockey Federation (IIHF)flagshipStrategic or Co-development Partner · 4 April 2025Multi-year collaboration where Sportway Media Group serves as production partner for IIHF.tv, covering lower division tournaments. Platform launches April 9, 2025 with up to 600 ice hockey games per season.
• NextGenXVcoreOEM/ Whitelabel/ Licensing Partner · 25 March 2025Acquired by Sportway UK. NextGenXV is a leading UK-based production company renowned for coverage of lower-tier, youth and school sports. Gains access to AI production technology to expand coverage.
• Finnish Cheerleading FederationminorStrategic or Co-development Partner · 3 July 2024One-year contract renewal for comprehensive media coverage and support for Finnish cheerleading. Content available via fincheer.tv.
• Finnish Rinkball AssociationminorStrategic or Co-development Partner · 3 July 2024One-year contract renewal for rinkball coverage. Content available via kaukalopallo.tv.
• Norwegian Basketball Federation (NBBF)majorStrategic or Co-development Partner · 24 May 2024MyGame acquired streaming rights for BLNO, the top basketball league in Norway for women and men. MyGame will build the media product around Norwegian basketball.
• Norwegian Volleyball Federation (NVBF)majorStrategic or Co-development Partner · 16 May 2024MyGame acquired streaming rights for the Mizuno League (elite volleyball) and national team matches. MyGame will work with NVBF to develop Norwegian volleyball with broad visibility and increased exposure.
• New Zealand FootballmajorStrategic or Co-development Partner · 8 May 2024Significant collaboration to elevate football viewing experience through AI technology. Matches from Northern League, Central League, Southern League and National League Championship will be produced and featured on FIFA+ platform.
• TV 2 (Norway)coreChannel Partner/ Reseller/ DistributorTV 2 is Norway's leading commercial broadcaster and co-owner of MyGame. TV 2 broadcasts selected matches on linear TV and remains involved in the development of Norwegian sports including basketball, volleyball, and football. The partnership enables broad production and distribution of Norwegian grassroots sports content.
• AmediacoreChannel Partner/ Reseller/ DistributorAmedia is Norway's second-largest media company with daily reach of over 2 million readers. Co-owner of MyGame, they collaborate to gather all Norwegian football on one platform, producing and broadcasting thousands of grassroots matches.
• Norwegian Football Federation (NFF)coreStrategic or Co-development PartnerPartnership to stream 50,000 grassroots football matches, creating a common home ground for Norwegian football. Fans gain access to streaming and new analysis tools for player development.
• InfrontmajorTechnology or IntegrationInfront is IIHF's exclusive media and marketing partner, taking charge of the streaming solution for IIHF.tv. Sportway Media Group handles production for lower division tournaments.
• Finnish Ice Hockey AssociationmajorStrategic or Co-development PartnerLeijonat TV streaming service for Finnish ice hockey. Sportway's coverage has helped establish the service among hockey fans, with tools for player development and discipline.
• Swedish Ice Hockey AssociationmajorStrategic or Co-development Partnersvenskhockey.tv platform for Swedish ice hockey. Service used for entertainment as well as disciplinary and educational matters across the entire association.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Pixellot: Israel-based AI-automated sports video production company with installed camera systems at amateur and youth venues worldwide. Directly comparable to Sportway on AI-driven fixed-camera production for lower-tier leagues, and was acquired by Endeavor in 2023.
• Hudl: US-based sports video analysis platform serving teams, clubs, and federations with automated capture, coaching tools, and highlight distribution. Competes on the analytics/coaching layer that Sportway's Live Arena Sports subsidiary addresses.
• Veo Technologies: Copenhagen-based AI sports camera company enabling automated video capture and streaming for amateur and grassroots sports. Closest pure-play competitor with overlapping sports coverage (football, basketball, ice hockey) and similar AI + OTT distribution model.
• WSC Sports: AI-powered sports video highlights and content automation platform used by leagues, broadcasters, and federations globally. Comparable technology stack and customer base to Sportway, focused on automating sports media workflows.
• Mycujoo (acquired by UEFA): European football streaming platform that was acquired by UEFA in 2020. Operated as a grassroots/lower-tier sports streaming platform across European federations — closely aligned with Sportway's MyGame model before consolidation.

Broad incumbents

• Genius Sports: Sports data and technology company providing data feeds, betting technology, and media services to leagues and federations. Overlaps with Sportway's data rights and media rights commercialization streams at scale.
• DAZN: Global sports streaming subscription service covering boxing, football, and other sports rights. Major global incumbent potentially moving into lower-tier streaming where Sportway operates; also a prior employer of Sportway UK's CEO Stewart Walker.

Emerging players

• StreamAMG: UK-based live streaming and OTT platform provider for sports organizations. Comparable as a streaming infrastructure and white-label OTT provider for federations and clubs.
• PlayOn Sports: US-based sports video and streaming network that produces high school and college sports content. Comparable content positioning to NextGenXV within the Sportway portfolio.
• Catapult Sports (now Catapult Group): Athlete monitoring and sports analytics company providing wearable and video data for elite teams and federations. Comparable on the data/analytics/coaching layer of Sportway's offering via Live Arena Sports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sportway-media-group
• Xx.com/SportwayMG

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 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 Sportway Media Group