نورهان فؤاد
- PlayReplay has raised $12 million to support its global expansion.
- The company develops AI-powered smart court systems for racket sports, including electronic line calling, training tools, and sports analytics.
- PlayReplay is targeting expansion in the Middle East, especially in Saudi Arabia, the UAE, Qatar, and Egypt, through its partnership with Söderhub.
PlayReplay, a startup developing AI-powered smart court systems for racket sports, has raised $12 million in funding from Alfvén & Didrikson (A&D) and other investors, including Centre Court Capital, ExM Investment Partners, Charbe Partners, Crimson Sports Capital, and a fund managed by LionTree.
The investment will support PlayReplay’s continued international expansion, the wider deployment of its technology across global markets, and its move into new sports.
AI-Powered Electronic Line Calling and Sports Analytics
PlayReplay provides real-time Electronic Line Calling (ELC) technology, training tools, and sports analytics for racket sports.
The company’s technology gives players access to advanced tools that were previously limited to the highest professional levels. These solutions help improve decision-making on court, support training development, and make the game more interactive and data-driven.
PlayReplay aims to bring fair play to tennis while creating a more engaging and accurate experience for players, coaches, clubs, and federations.
PlayReplay Targets Expansion in the Middle East
The new investment will also support PlayReplay’s strategy to expand in the Middle East, particularly in key markets including Saudi Arabia, the United Arab Emirates, Qatar, and Egypt.
To support this regional growth, PlayReplay has partnered with Söderhub as its local partner in the Middle East. The partnership will help the company explore investment opportunities and build relationships with regional institutions.
Commenting on the partnership, Magdy Shehata, Founder and CEO of Söderhub, said:
“PlayReplay’s technology has already proven itself and created strong momentum in markets such as the United States and Canada. We believe the Middle East represents a powerful long-term opportunity, driven by accelerating ambitions, investment, and passion for next-generation sports infrastructure.”
Funding to Support New Sports and Global Deployment
Beyond geographic expansion, the investment will help PlayReplay enter new sports and continue deploying its technology across clubs and federations worldwide.
The company is working to transform traditional courts into smart courts by combining artificial intelligence, real-time analytics, and electronic officiating technologies. This approach is designed to enhance the experience for players, coaches, and sports organizations.
A Fast-Growing Market Opportunity
Måns Alfvén, Co-Founder of Alfvén & Didrikson, said:
“PlayReplay is one of the fastest-growing companies we have invested in, operating in a massive market with more than 250,000 courts in the United States alone. Hans, Mathias, and the team have built impressive technology backed by strong execution, and we are excited to support them in the next phase of growth.”
His comments reflect the scale of the opportunity facing PlayReplay, especially as demand continues to grow for sports technology solutions and smart infrastructure across the global sports industry.
Redefining the Tennis Experience
Hans Lundstam, CEO and Co-Founder of PlayReplay, said:
“This investment marks a milestone in our roadmap to redefine the tennis experience for every player on the planet. The strong interest from investors is a testament to the value of our product and the momentum we are gaining in the market. We are extremely grateful for the resources, advice, and hands-on support A&D has already provided, and we look forward to a very productive and supportive partnership.”
Mathias Hankequist, Chief Product Officer and Co-Founder of PlayReplay, added:
“Seeing the technology we have built make a real difference for players, coaches, and federations is what drives us forward. This investment gives us the opportunity to bring this experience to more courts and more sports around the world.”
The Future of Smart Courts in Global Sports
PlayReplay’s latest funding marks another step in the growth of the sports technology sector, as clubs and federations increasingly adopt smart solutions to improve officiating accuracy, player development, and overall participation.
With its planned expansion in the Middle East, markets such as Saudi Arabia, the UAE, Qatar, and Egypt could become part of the next phase of smart court adoption, supported by growing investment in sports infrastructure and next-generation athletic experiences.
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