Mubasher: PlayReplay, an AI-powered intelligent court system for racquet sports, has raised a total of $12 million in a funding round led by Alfvén & Didrikson (A&D) alongside other investors, including Centre Court Capital, ExM Investment Partners, Charbe Partners, Crimson Sports Capital.
Managed by LionTree, the investment aims to support Sweden’s PlayReplay for its continued international expansion and the further rollout of its technology across global markets, according to a press release.
The company is exploring an expansion into the Middle East as well, with Saudi Arabia, the UAE, Qatar, and Egypt identified as key markets. This potential will be carried out through partnership with Söderhub as PlayReplay’s local partner in the Middle East to support investment opportunities and partnerships with regional institutions.
CEO and Co-Founder of PlayReplay, Hans Lundstam, said: "This investment marks a significant milestone on our roadmap to redefine the tennis experience for every player on the planet. The strong interest from investors serves as proof of our product's value and the traction we are gaining in the market.”
Lundstam noted: “We are incredibly grateful for the resources, advice, and practical support that A&D has already provided, and we foresee a tremendously supportive collaboration.”
For his part, Founder and CEO of Söderhub, Magdy Shehata, stated: “PlayReplay technology is already proven and making waves in markets such as the US and Canada.”
Shehata highlighted: “We believe the Middle East represents a strong long-term opportunity, where ambition, investment, and appetite for next-generation sports infrastructure are accelerating.”
PlayReplay offers real-time electronic line calling (ELC), coaching tools, and analytics, enabling players to access advanced technology previously reserved for the highest professional tier.
CPO and Co-Founder of PlayReplay, Mattias Hanqvist, noted: “Seeing the technology we’ve built make a real difference for players, coaches, and federations is what drives us. This investment gives us the opportunity to bring that to many more courts and sports worldwide.”
Meanwhile, Måns Alfvén, Co-Founder of A&D, concluded: “PlayReplay is one of the fastest-growing companies we’ve invested in, operating in a massive market with more than 250,000 courts in the U.S. alone. Hans, Mattias, and the team have built impressive technology with strong execution, and we’re excited to support them in the next phase of growth.”
