Sportway raises €20M as AI scales sports broadcasting
Sportway raised €20M to scale its AI-powered sports media platform for automated production and distribution.
AI is making sports broadcasting cheaper and more scalable beyond elite leagues. Sportway’s raise shows how automation can bring live coverage to events that were previously too expensive to produce.
What happened
Sportway Media Group raised €20M, valuing the company at around €92M post-money.
The company uses AI-powered camera systems, automated production, OTT distribution and analytics to broadcast sports at scale, including grassroots and federation-level events.
Why it matters
This is a strong AI media infrastructure story.
Sportway works across more than 20 countries, partners with many federations and leagues, and produces large volumes of live sporting events. AI makes lower-tier sports broadcasting economically viable, not just more efficient.
The bigger picture
The media opportunity for AI is not only generative content. It is also production infrastructure: making it cheaper to capture, package and distribute live events that used to be invisible.