SportAI raises $3M to bring AI-powered performance analysis to courts worldwide, utilizing computer vision and APIs to deliver professional-grade insights once reserved for elite athletes.
SportAI, a B2B sports technology firm specializing in AI-powered video analysis, has closed an oversubscribed $3 million funding round. The capital infusion is set to accelerate the company’s global rollout of its platform, which provides professional-grade performance insights to a broader market.
The round drew high-profile investors, including Norwegian fund Altitude Capital and professional tennis player Casper Ruud. Endre Holen, former Head of McKinsey’s Global Tech & Media practice, also invested and will join the company as Chairman. Other participants included U.S. professional soccer player Alejandro Bedoya and Trond Riiber Knudsen (founder of TRK Group).
The Shift from Manual Tagging to Automated AI
SportAI’s core offering is a Software-as-a-Service (SaaS) platform that uses computer vision and machine learning to deliver automated technique analysis, in-depth match statistics, tactical insights, and highlight videos.
Traditionally, video analysis in sports has relied on time-consuming manual tagging by coaches and dedicated performance staff, a process that is both costly and difficult to scale. SportAI is leveraging the rapid shift toward mounted court cameras, broadcast feeds, and mobile video recording at sports venues to meet the growing demand for advanced, automated analysis.
“As a former NCAA player, I know how transformative good coaching and analysis can be—and how inaccessible it often is. That’s what we’re solving at SportAI,” said Lauren Pedersen, CEO and co-founder of SportAI.
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API-First Strategy for Global Scale
The company has prioritized an API-first model to ensure its technology is camera-agnostic and highly scalable. This strategy focuses on partnering with existing court camera and streaming providers, allowing them to integrate SportAI’s AI-driven analysis into their current hardware solutions.
Through its APIs, the company can match the global rollout of camera and streaming services, deploying its technology across thousands of sports facilities worldwide. This integration allows players and coaches to access real-time statistics and highlights directly through their existing systems.
The new funding will be directed toward scaling the global rollout and expanding technical development to further advance the platform’s analytical capabilities.
