SportAI, the B2B sports-tech company turning raw video into professional-grade performance insights, has closed an oversubscribed $3 million funding round backed by Norwegian fund Altitude Capital and top-ranked tennis player Casper Ruud.
Additional investors include Endre Holen, former Head of McKinsey’s Global Tech & Media practice—now appointed Chairman—alongside US soccer veteran Alejandro Bedoya and TRK Group founder Trond Riiber Knudsen.
Bringing Elite-Level Analysis To Everyday Players
The company uses computer vision and machine learning to automatically break down technique, extract match statistics, generate tactical insights, and build highlight reels. Where coaches once spent hours manually tagging video, the company’s AI now processes footage in real time—whether captured through court cameras, match broadcasts, or mobile recordings.
With court-camera installations and sports streaming growing worldwide, SportAI’s platform and API integrations are built to scale across thousands of facilities. The system is fully camera-agnostic, allowing partners to plug advanced performance analysis into existing hardware with minimal setup.
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API-First Strategy For Global Sports Infrastructure
CEO and co-founder Lauren Pedersen, a former NCAA athlete, says the mission is simple: make world-class coaching insights accessible to everyone. “Good analysis changes how athletes perform—but most players never get access to it. SportAI is fixing that,” she notes.
The startup’s API-first model targets partnerships with camera and streaming providers, enabling them to upgrade their offerings with AI-driven stats and insights. The newly secured capital will accelerate product development and support SportAI’s global expansion.
About SportAI
SportAI is a sports technology company delivering AI-powered technique and performance analysis through video. Its computer vision and machine learning platform provides real-time insights, match statistics, tactical breakdowns, and highlight generation for sports organisations, camera providers, and training facilities worldwide.
