Oslo’s SportAI, the B2B sports activities know-how firm utilizing AI to ship professional-level efficiency insights by means of video evaluation, has raised an oversubscribed €2.6 million funding spherical to scale their world roll-out and increase technical improvement.
The spherical noticed participation from Norwegian funding fund Altitude Capital, and world tennis star Casper Ruud (former world quantity two). Particular person buyers embody Endre Holen, former Head of McKinsey’s International Tech & Media sector (additionally becoming a member of SportAI as Chairman); US skilled soccer participant Alejandro Bedoya; TRK Group Founder Trond Riiber Knudsen; and the highest-ranked chess participant of all time Magnus Carlsen.
Lauren Pedersen, CEO and co-founder of SportAI, says: “As a former NCAA participant, I understand how transformative good teaching and evaluation are, and the way inaccessible it may be. That’s what we’re fixing at SportAI. Closing this oversubscribed spherical, backed by Casper Ruud and with Endre Holen becoming a member of as Chairman, accelerates our potential to make professional-level teaching insights and interesting digital experiences accessible at scale.”
European sports-technology funding exercise in 2025 exhibits continued momentum, with a number of startups securing new rounds throughout adjoining areas to SportAI’s AI-driven efficiency evaluation.
In France/UK, ScorePlay raised €12.5 million to scale its AI sports activities media-management platform, whereas Poland’s ReSpo.Imaginative and prescient secured €4.2 million to advance computer-vision monitoring for soccer analytics. Denmark-based Jabbr.ai closed €4.3 million for AI-enabled combat-sports evaluation, and Brussels’ Mannequin Well being raised €800k to increase smartphone-based motion evaluation for sports activities clinics.
Extra exercise consists of Eire’s Sports activities Affect Applied sciences securing €650k for head-impact wearable know-how and Sweden’s SponsWatch elevating €1 million to increase its sponsorship-measurement analytics.
In whole, these bulletins symbolize roughly €23.45 million in funding flowing into European sports activities and performance-analytics applied sciences this 12 months.
Inside this panorama, SportAI’s €2.6 million spherical positions the corporate as Norway’s notable contributor to a pan-European development of funding in instruments that broaden entry to data-driven teaching, video evaluation and athlete-performance insights.
Casper Ruud, the highest 20-ranked males’s tennis participant, says: “As somebody who has competed on the highest degree, I do know that successful margins typically come all the way down to tiny particulars. SportAI’s know-how is bringing elite-level insights – the sort of evaluation that prime gamers have entry to – to everybody world wide. Whether or not you’re at your native membership or coaching for tournaments, gamers in any respect ranges can now get the information they should enhance their recreation.”
SportAI was co-founded in 2023 by ex-NCAA tennis participant Lauren Pedersen (CEO), Felipe Longé (CTO) and Andreas Thome (Board Chairman, ex-CEO of Play Magnus) alongside Espen Agdestein (Board member), and Trond Kittelsen (Head of Business).
SportAI is tapping into the burgeoning AI in sports activities market, which is ready to succeed in €24.4 billion ($28.2 billion) by 2030, with SportAI’s cloud-based SaaS capable of be built-in by companies to boost their broadcast protection, sports activities services, teaching programmes, coaching apps, and tools suggestions.
SportAI presents superior approach evaluation, detailed match statistics, tactical insights and spotlight movies utilizing laptop imaginative and prescient and machine studying.
Beforehand, video evaluation required guide tagging by coaches, which restricted scalability and longevity, and was reasonably priced solely by skilled gamers with entry to efficiency analysts. Nonetheless, as mounted court docket cameras, broadcast feeds and cell phone video recording grow to be the norm at sports activities services, SportAI is capitalising on the demand for high-quality evaluation.
The corporate is integrating court docket digicam options by means of its SaaS platform and APIs to match the rising rollout fee of cameras and streaming companies worldwide. The platform is camera-agnostic, enabling the AI know-how to be built-in with hundreds of sports activities services worldwide.
Endre Holen, Chairman of SportAI, says: “SportAI is addressing a real hole out there for accessible, AI-driven efficiency evaluation in racket sports activities. Having spent seven years on the board of Hudl, I’ve seen firsthand how video evaluation know-how can remodel teaching and participant improvement.
“The professional staff’s decided give attention to court docket digicam options and the profitable software of their proprietary AI know-how thus far satisfied me of the chance to make SportAI the definitive platform on this house. Golf equipment and gamers worldwide will profit massively from this high-quality know-how.”
Key SportAI partnerships embody:
- MATCHi, the world’s fastest-growing community for racket sports activities with 1 million+ customers, 3k venues, and 17k courts throughout 30 international locations, which provided SportAI’s evaluation to boost gamers’ expertise and coaching
- Save My Play, a number one US court-mounted digicam system deployed throughout hundreds of racket sports activities services
- Shark, offering an AI-powered teaching app for Shark’s pickleball prospects within the US, Europe, Brazil, and Australia.
