The Swedish sports technology company is expanding into Saudi Arabia, the UAE, Qatar, and Egypt supported by a regional partnership with Söderhub.

PlayReplay is scaling its global expansion plans after securing USD 12 million in fresh funding led by Swedish investment firm Alfvén & Didrikson (A&D). The round also saw participation from Centre Court Capital, ExM Investment Partners, Charbe Partners, Crimson Sports Capital, and a fund managed by LionTree.

Why You Should Care

AI is becoming increasingly embedded in the sports industry, not just at the professional level, but across grassroots and amateur participation as well. PlayReplay’s expansion signals growing investor confidence in sports technology platforms that combine AI, analytics, and real-time officiating tools.

The Middle East is also becoming a larger target market for global sports technology companies as regional institutions continue investing in sports infrastructure, tournaments, and participation programs.

Looking ahead, with new capital, PlayReplay aims to support its international expansion and the wider rollout of its technology across global markets. The company identified Saudi Arabia, the UAE, Qatar, and Egypt as key markets in its Middle East strategy.

As part of its regional push, PlayReplay is partnering with Swedish consultancy firm Söderhub to support investment opportunities and partnerships with institutions across the Middle East.

“PlayReplay technology is already proven and making waves in markets such as the US and Canada. We believe the Middle East represents a strong long-term opportunity, where ambition, investment, and appetite for next-generation sports infrastructure are accelerating,”

Magdy Shehata, Founder and CEO of Söderhub.

Founded in 2019 by Hans Lundstam and Mattias Hanqvist, PlayReplay is an AI-powered intelligent court system for racquet sports. Its platform offers real-time electronic line calling technology (ELC), coaching tools, and analytics. This enables players to access advanced technology previously reserved for the highest professional tier. Its mission is to democratize tennis tracking, making it accessible to all. 

The Ripple

The investment reflects broader momentum around AI-enabled sports infrastructure, particularly as federations and clubs look for technology that can improve officiating, coaching, and fan engagement without relying exclusively on elite-level budgets.

It also adds to a growing pipeline of Nordic companies looking to expand into the Gulf and wider MENA region through local partnerships and market entry specialists.

For regional sports institutions, the expansion could create new opportunities around sports data, athlete development, and technology partnerships as governments across the Gulf continue positioning sports as a long-term economic and tourism driver.

What to Watch

The funding will support PlayReplay’s expansion into new sports beyond tennis, alongside further rollout across clubs and federations globally. 

A key development to watch will be how PlayReplay’s partnership with Söderhub translates into regional partnerships with federations, clubs, and sports institutions across the Middle East.