Sportway, a privately owned company headquartered in Denmark, was founded in 2014. With approximately 70 employees, the company reported $9.7M in revenue as of 2023. Sportway functions as a media managed services provider, specializing as a digital media rights, data, and production company focused on lower-tier leagues and youth sports.
On April 29, 2026, Ice Hockey UK appointed Sportway Media Group as its Official Broadcast Partner for the upcoming Great Britain v Italy Pre-Worlds Men’s Series, with Sportway set to live-stream all four matches in April and May. Previously, on April 24, KNZB and Sportway NL announced a long-term partnership to fully produce and distribute all matches across six Eredivisie water polo competitions using AI-driven camera technology, beginning next season. This followed the April 16 joint acquisition of Studio Automated, an AI technology provider for automated and remote live sports production, by Sportway Media Group and Broadcast Solutions. Earlier in the month, on April 2, Bonnier News, Gota Media, and NTM Media signed a new three-year agreement with Sportway for the media rights to Ettan, extending their long-standing collaboration for Swedish football. On March 31, Sportway Media Group also established a long-term partnership with the Polish Ice-Hockey Federation to deploy AI camera technology in ice-sport venues across Poland, aiming to increase the accessibility and visibility of Polish ice-hockey.
Sportway's customers primarily consist of hockey and spectator Sports companies. Examples of Sportway's customers include Federacion de Baloncesto de Madrid (FBM) and Danmarks Ishockey Union (DIU).
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