Sportway Media Group, a leader in AI-driven sports technology, has successfully secured approximately SEK 200 million (€20 million) in a new funding round. The financing, led by investment platform Gamma Waves, elevates the company's post-money valuation to SEK 1 billion. These funds are earmarked to accelerate international expansion, advance product development, and pursue further strategic acquisitions in the sports media sector.
A Vision for Grassroots Sports
Founded in 2017 by Jonas Persson and Daniel Franck, Sportway originated from a simple need to follow their children's games when they could not attend. They recognized that technology could make local sports accessible, transforming a personal curiosity into a community-driven business. The platform was designed to support federations, clubs, and families by bringing professional-level production to grassroots competitions.
Building a Global Media Infrastructure
Today, Sportway operates in over 20 countries, producing more than 250,000 live events annually with approximately 2,500 AI-powered camera systems. The company has forged key long-term partnerships with organizations like the Swedish and Finnish Ice Hockey Associations. Recent agreements with the Royal Dutch Hockey Association and the Norwegian Tennis and Padel Federation further solidify its global presence.
CEO Daniel Franck emphasizes that the primary challenge in monetizing lower-tier sports is achieving scale, a lesson the company learned through experience. Managing thousands of venues and matches requires a professional infrastructure and a deep understanding of content management. This operational expertise, combined with a respect for the communities served, has been crucial to Sportway's successful growth.
An Integrated and Automated Ecosystem
Sportway's platform extends far beyond a simple automated camera, which primarily replaces the human operator's movements. The system integrates with league scheduling to automate recording times and pulls data from official scoresheets to generate professional broadcast graphics. This deep integration creates a seamless and high-quality viewing experience with minimal human intervention required for each event.
The company has strategically expanded its technological capabilities through key acquisitions, including the recent purchase of Dutch AI software leader Studio Automated. Previous acquisitions like Sportall and Eyecons bolstered its OTT distribution and media services. This approach has allowed Sportway to build a comprehensive, end-to-end ecosystem for automated sports production, distribution, and analytics.
Strategic Investment Fuels Expansion
The financing was led by Gamma Waves, a permanent capital investment platform founded by prominent sports figures including Andrea Agnelli and Giorgio Chiellini. The firm focuses on category-leading businesses at the intersection of sports, media, and technology. Gamma Waves was drawn to Sportway’s proprietary technology, recurring revenue model, and strong relationships with sports federations.
Kyang Yung, CIO of Gamma Waves, stated that the future of sports media is automated, data-driven, and personalized, a vision Sportway is uniquely positioned to deliver at scale. He expressed confidence in the company's potential to become a global category leader in sports technology. The partnership will explore opportunities to accelerate commercial growth and unlock new revenue streams across the sports ecosystem.
This SEK 200 million investment marks a significant milestone for Sportway, validating its innovative approach to sports broadcasting and providing the capital to scale its vision globally. As the company expands into new markets and sports, it is poised to redefine how content is produced and consumed at all levels. Sportway's mission to make every sporting moment visible is now closer to becoming a worldwide reality.