SportAI has secured an oversubscribed $3 million funding round as the Oslo-based sports technology company prepares to scale its AI-powered performance analysis platform worldwide. The round included participation from Altitude Capital and professional tennis star Casper Ruud, who was formerly ranked world number two. Former Head of McKinsey’s Global Tech and Media sector Endre Holen also invested and will join the company as Chairman. Holen previously served seven years on the board of Hudl, a leading sports video analysis provider used by more than 315,000 teams globally.
Additional participants in the round include U.S. professional soccer player Alejandro Bedoya and TRK Group Founder Trond Riiber Knudsen. SportAI plans to use the funding to expand its international rollout and strengthen the development of its technology as demand grows for automated sports analysis solutions.
Founded in late 2023, SportAI delivers advanced technique analysis, match statistics, tactical insights and highlight generation using computer vision and machine learning. Historically, video analysis required manual tagging by coaches, limiting scale and accessibility. With mounted court cameras, broadcast feeds and mobile devices becoming increasingly common at sports facilities, SportAI is positioned to provide automated, high-quality analytics to both players and coaches.
SportAI’s camera-agnostic SaaS platform integrates with court camera systems through APIs, enabling facilities to offer real-time insights and highlights. The company is actively forming collaborations with camera providers and streaming services seeking to incorporate AI-driven analysis into existing hardware. Key partnerships include MATCHi, Save My Play, and Shark, which collectively operate thousands of courts and serve players across the U.S., Europe, Brazil, and Australia.
The company’s founding team includes CEO Lauren Pedersen, CTO Felipe Longé and Board Chairman Andreas Thome, alongside board member Espen Agdestein and Head of Commercial Trond Kittelsen. SportAI was recently given a Special Mention in TIME Magazine’s Best Inventions of 2025 and works with advisors including Magnus Carlsen and Øivind Sørvald, the longtime technical coach of Casper Ruud.
With the AI in sports market projected to reach $28.2 billion by 2030, SportAI aims to serve sports facilities, coaching programs, training apps, streaming platforms and equipment manufacturers seeking to enhance performance insights and viewer engagement.
KEY QUOTES
“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.”
Casper Ruud, Professional Tennis Player
“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.”
Lauren Pedersen, CEO and Co-Founder of SportAI
“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.”
Endre Holen, Chairman of SportAI
