SportAI, a Norwegian sports tech startup, is transforming performance analysis through advanced video insights. Now, it has closed an oversubscribed $3 million funding round.
The investment came from Altitude Capital, professional tennis star Casper Ruud, and former McKinsey tech leader Endre Holen, who also joined SportAI as Chairman. Holen brings deep expertise from his seven years on the board of Hudl, a platform used by hundreds of thousands of teams worldwide. Additional backers include US soccer player Alejandro Bedoya and TRK Group founder Trond Riiber Knudsen.
The capital will support the company’s rapid global expansion and fuel ongoing product development. The round follows SportAI’s recognition in TIME Magazine’s Best Inventions of 2025, where it earned a Special Mention for its next-generation sports analysis technology.
Breaking barriers in coaching with instant feedback
SportAI delivers advanced technique breakdowns, match statistics, tactical insights, and highlight reels, all generated from video footage. Traditionally, these tasks required extensive manual tagging, limiting access to elite players with specialised analysts. As mounted court cameras and mobile recording become standard at sports venues, SportAI is stepping in to give everyday athletes access to professional-grade insights.
Its camera-agnostic platform integrates directly with a variety of court camera systems through SaaS tools and APIs. This allows facilities worldwide to plug in SportAI’s analysis layer without additional hardware. Coaches and players receive instant performance data, closing the gap between amateur and professional training environments.
The company’s API-first strategy also positions it as an attractive partner for streaming providers looking to enhance their services with automated analysis. By layering SportAI’s technology onto existing camera networks, these partners gain a stronger product offering without major infrastructure changes.
Strategic partnerships strengthen global footprint
SportAI has already secured major partnerships across the racket sports world. MATCHi, the fast-growing network connecting over one million players across 30 countries, uses SportAI to enrich training experiences and match play. In the US, Save My Play integrates SportAI with its camera systems operating across thousands of facilities, while Shark leverages the technology to power coaching features for pickleball players in multiple regions.
The company was founded in 2023 by former NCAA tennis player Lauren Pedersen, Felipe Longé, and industry veteran Andreas Thome, with backing from experienced tech leaders including Espen Agdestein and Trond Kittelsen. Headquartered in Oslo and operating with a team of ten, SportAI has now raised $5.7M to date.
As the global sports analytics market heads toward a projected $28.2B valuation by 2030, SportAI is positioning itself as a core technology layer for broadcasters, training platforms, facilities, and equipment brands seeking deeper, more objective performance insights.
Casper Ruud, the top 20-ranked men’s tennis player, said: “As someone who has competed at the highest level, I know that winning margins often come down to tiny details. SportAI’s technology is bringing elite-level insights – the kind of analysis that top players have access to – to everyone around the world. Whether you’re at your local club or training for tournaments, players at all levels can now get the data they need to improve their game.”
Lauren Pedersen, CEO and co-founder of SportAI, said: “As a former NCAA player, I know how transformative good coaching and analysis are, and how inaccessible it can be. That’s what we’re solving at SportAI. Closing this oversubscribed round, backed by Casper Ruud and with Endre Holen joining as Chairman, accelerates our ability to make professional-level coaching insights and engaging digital experiences accessible at scale.”
Endre Holen, Chairman of SportAI, said: “SportAI is addressing a genuine gap in the market for accessible, AI-driven performance analysis in racket sports. Having spent seven years on the board of Hudl, I’ve seen firsthand how video analysis technology can transform coaching and player development. The expert team’s determined focus on court camera solutions and the successful application of their proprietary AI technology so far convinced me of the opportunity to make SportAI the definitive platform in this space. Clubs and players worldwide will benefit hugely from this high-quality technology.”
