SportAI Raises $3M to Scale AI-Driven Video Analytics Platform for Athletes and Coaches
SportAI, a Norwegian sports technology startup that builds AI-powered video analysis and performance insights for athletes and coaches, has continued to attract investor support as it scales its platform and expands its market reach. The company’s latest funding comes as part of a broader financing trajectory that underscores growing confidence in its technology and business model.
Founded in 2023 and headquartered in Oslo, SportAI uses machine learning and computer vision to analyze video footage of athletes in real time, delivering detailed feedback on technique, match statistics, tactical insights and highlights. The company’s camera-agnostic SaaS platform can ingest video from mobile devices, mounted court cameras, and broadcast feeds, making advanced performance analysis accessible beyond elite training facilities.
In November 2025, SportAI announced a $3 million funding round that was oversubscribed and included a mix of institutional and high-profile individual investors. Participating in this round were Norwegian investment firm Altitude Capital, former McKinsey senior partner and sports tech investor Endre Holen, U.S. professional soccer player Alejandro Bedoya, Trond Riiber Knudsen — founder of TRK Group and veteran investor — and Norwegian tennis star Casper Ruud. The infusion of capital brought SportAI’s total raised to approximately $5.7 million to date and signaled strong backing from both strategic and angel investors. Holen also joined the company as chairman, positioning SportAI for accelerated growth and institutional leadership.
SportAI plans to use the funding to scale its global rollout and accelerate technical development, including enhancements to its AI models and expansion of its analytics capabilities. The company has already begun partnering with key industry players, such as MATCHi, a global racket sports booking platform, and Save My Play, a court camera service provider, to integrate its analysis tools into existing sports ecosystems and broaden its footprint.
This funding round follows earlier investment milestones, including a $1.8 million seed round in August 2024 led by Skyfall Ventures. That round also drew participation from MP Pensjon, a Norwegian pension fund; former professional tennis player and AI entrepreneur Dekel Valtzer; and Sverre Munck, ex-executive at media group Schibsted, helping establish SportAI’s early investor base as it developed its core analytics engine.
In addition to venture capital and individual backers, SportAI has secured grant funding, including approximately $805,000 through grants administered by Innovation Norway and the Eurostars program. These grants are earmarked to support ongoing technical development, including collaborative work with partners like Danish sensor developer Amfitech ApS to derive motion data that enhances SportAI’s computer vision training.
SportAI’s technological ambition is rooted in democratizing access to professional-grade performance analytics by delivering objective, data-driven insights to athletes, coaches and broadcasters alike. The company’s tools are designed to compare an individual’s movements to thousands of professional benchmarks and surface actionable feedback at scale, a capability that historically required expensive equipment and manual analysis by expert coaches.
As the sports industry continues to embrace digital transformation and advanced analytics, SportAI’s combination of API-first architecture, deep learning models and partnerships with camera and streaming platforms positions it to capitalize on increasing demand for automated performance insights. The startup’s growth strategy leverages the global rollout of connected sports infrastructure, enabling it to offer tailored analytics across a wide array of sporting environments.
With backing from prominent investors and increasing adoption of its technology, SportAI is aiming not only to serve elite athletes but also to broaden accessibility for recreational players and sports facilities seeking data-driven coaching tools. As AI continues to reshape how sports performance is measured and improved, SportAI’s latest funding round highlights the confidence investors have in its potential to deliver scalable, high-impact solutions within the rapidly evolving sports tech landscape.
