Stockholm-based SportTech company Sportway has raised €20 million ($22 million) in a funding round led by Gamma Waves Partners, as demand grows for AI-driven sports production and automated broadcasting infrastructure.
The company, founded in 2017 by entrepreneurs Jonas Persson and Daniel Franck, is building an AI-powered platform that automates the production, distribution, and monetization of live sports content—from grassroots leagues to national federations.
The new investment values the company at approximately €92 million post-money, or around SEK 1 billion.
Making Sports Broadcasting Scalable
Sportway’s core mission is to solve a long-standing structural problem in sports media: most live sporting events are never filmed or distributed due to the high cost of production.
The company addresses this by using AI-automated camera systems and software infrastructure that can capture, process, and stream sports events without requiring traditional production crews.
This makes it economically viable to broadcast large volumes of matches that were previously inaccessible to fans, scouts, and analysts.
From Grassroots Games to Global Coverage
Sportway’s system is designed to scale across entire sports ecosystems, from youth leagues to professional federations.
According to the company, its platform is already used across 20+ countries, working with more than 70 federations and leagues, and operating approximately 2,500 AI-powered camera systems.
These systems collectively produce over 250,000 live sports events annually, creating one of the largest automated sports media infrastructures in Europe.
AI, Automation, and Sports Data
Beyond live video, Sportway generates structured sports data and analytics that can be used for:
- Player development and coaching
- Referee training and evaluation
- Performance analysis
- Fan engagement and media distribution
This positions the company not just as a broadcaster, but as a sports data and infrastructure provider.
Scaling Beyond the Technology
Sportway’s leadership emphasizes that the real challenge is not installing AI cameras, but operating them at scale.
While single-venue deployments are relatively straightforward, managing hundreds or thousands of installations across different countries requires robust infrastructure, logistics, and support systems.
To address this, Sportway built its own installation, technical support, and operations teams—treating hardware deployment and maintenance as a core part of the business model.
Infrastructure for the Future of Sports Media
The company has positioned itself as a full-stack sports media infrastructure provider, combining:
- Automated production systems
- OTT streaming and distribution platforms
- AI-powered content generation
- Scalable operational support
This integrated approach allows federations and clubs to monetize lower-tier and grassroots sports—an area traditionally underserved by conventional broadcasting models.
Strong Demand from Federations
Sportway works with major sports organizations including the Swedish Ice Hockey Association and the Finnish Ice Hockey Association, as well as newer partners such as the Royal Dutch Hockey Association (KNHB) and the Norwegian Tennis and Padel Federation.
These partnerships highlight growing demand for scalable solutions that can bring professional-grade coverage to non-elite sports.
AI Reshaping Sports Broadcasting Economics
The rise of AI in sports media is fundamentally changing the economics of content production. By reducing the cost of filming and distributing live events, platforms like Sportway are unlocking new revenue streams for leagues and federations that were previously too small to monetize effectively.
As AI capabilities continue to improve, automated production systems are expected to become a core layer of global sports infrastructure.
With fresh funding secured, Sportway is now positioned to expand its footprint and further scale its vision of making every game accessible, regardless of size or level.
