Gamma Waves leads €22.7m investment in Sportway

Swedish sports technology company Sportway Media Group has raised €22.7 million in new funding to accelerate its global expansion and strengthen its position in AI-powered sports broadcasting. The investment, led by Gamma Waves alongside existing shareholders, values the business at approximately SEK 1 billion, following several years of rapid international growth. The funding will support further product development, strategic acquisitions and expansion into new markets as demand for automated sports production continues to grow.

Founded in 2017, Sportway has become one of Europe's leading providers of AI-driven sports broadcasting. The company operates across more than 20 countries, works with over 70 sports federations and leagues, and has installed more than 2,200 autonomous camera systems capable of filming, producing and distributing live sport without traditional production crews. Its platform now delivers over 250,000 live sporting events annually, covering everything from grassroots football and ice hockey to volleyball, handball and basketball.

Earlier this year, Sportway strengthened its technology offering through the acquisition of Dutch AI production specialist Studio Automated, combining automated camera technology with cloud production software and advanced broadcast workflows. Together with long-term partner Broadcast Solutions, the company is building an end-to-end production ecosystem capable of delivering affordable, high-quality live coverage at scale.

The funding arrives as rights holders increasingly look to monetise competitions that have historically received little or no broadcast coverage. AI production dramatically reduces operating costs while creating new inventory for OTT platforms, federations, sponsors and betting operators.

Rather than replacing traditional broadcasters, Sportway is expanding the addressable market by making thousands of previously unbroadcast matches commercially viable. As AI continues to reshape sports media, the company is positioning itself at the centre of a rapidly growing segment where automation, cloud production and scalable distribution are becoming essential components of the modern sports ecosystem.