Spiideo: AI-powered cameras changing the way sports are broadcasted

Avatar
Image credit: Spiideo official website

Spiideo is a Swedish startup based around their high quality advanced AI-powered cameras that help clubs and leagues analyse, capture and broadcast footage at any level.

The company has risen to prominence in rapid time, becoming extremely successful and well-known in the industry 12 years after they were first founded by CEO Patrik Olsson and Chairman, Örjan Johansson. They have partnerships and connections with many of the top leagues and clubs around the world in multiple sports.

Based in Malmo, Spiideo’s camera systems are now installed at over 6,000 venues and used by more than 4,000 teams across the English Premier League, the National Basketball Association (NBA) and college sports, among others.

The company are becoming more and more prominent in the football space. In early 2024, the company expanded its relationship with the National Women’s Soccer League (NWSL) to provide multi-angle AI automated video capture, as well as data breakdowns of every game in the competition.

The company’s two main products are its Spiideo Play cloud-based broadcasting and live streaming platform and Spiideo Perform, which is a video analysis tool.

This is how each of them work:

Spiideo Play

Spiideo Play is an advanced AI-powered broadcast tool that automates sports event production, allowing any rights holder to easily create professional broadcasts.

The company promises lower-tier leagues and niche sports ‘TV-class’ production at ‘previously unimaginable price points’ and is trying to bridge the gap between the top broadcasters and the ones without as much money.

It integrates the roles of camera operator, producer, director, and commentator into one platform, enabling full operational control and automatic content creation.

With AutoFollow™ technology, the system tracks gameplay by following player movements and set plays, ensuring smooth camera motion.

Some of the features in this technology include:

– Multi-angle auto casting

– Instant replays

– Automatic highlight generation

Spiideo Play is cloud-based, allowing for remote production of live sports content without the need for on-site teams.

Spiideo Perform

Spiideo Perform is a cloud-based sports video analysis tool that enables detailed game and player analysis, designed to enhance feedback and development for teams, clubs, and federations worldwide.

The platform uses AI-powered sports cameras to capture high-definition, panoramic footage of games, which is instantly available for analysis on any device.

Coaches can analyse footage using built-in drawing tools and customizable shapes to highlight key tactical points and share insights with the team in real-time.

The goal of this product is similar to Spiideo Play, in the way that it tries to simplify tactical analysis for coaches across many sports with a user-friendly interface and an array of options to review footage.

This streamlined process from capturing video to analysing and sharing it helps teams make more informed tactical decisions and improve overall performance.

The AI-powered sports video production and analysis company is revolutionising the way clubs broadcast their own matches, making the whole process of capturing and reviewing footage a whole lot easier.

The mass appeal of the product lies in its ease of use and the complexity of its analysis tools, all at a fairly affordable price.

For full information on Spiideo, visit their website here.

Previous ArticleNext Article

GIS Masterclass: Fan Engagement and Marketing with Terry Lynam and Karen Grega

Avatar
Image Credit: Global Institute of Sport

The Global Institute of Sport recently hosted a masterclass on Fan Engagement and Marketing, bringing together two industry leaders to tackle the field’s most pressing issues.

The Global Institute of Sport (GIS), which offers a Master’s in Sports Business and Sports Analytics through the University of Newcastle, regularly holds masterclasses with industry leaders as part of its curriculum.

The latest focused on fan engagement and marketing, covering two key themes: the growing tension between live sport and online streaming, and the role of data in shaping the fan experience.

The panelists 

Terry Lynam recently concluded her role as General Manager of Fan Experience and Events at Football Australia, overseeing the AFC Women’s Asian Cup on home soil.

Karen Grega is an experienced sports management consultant with a multi-code background. She currently represents Football Coaches Australia (FCA) and Heartbeat of Football, and has previously worked with Sydney Cricket Ground, Venues NSW and Sydney FC.

Live Sport and social media.

Terry Lynam opened with a pointed statement — one she acknowledged would be controversial. She argued that the sense of community unique to live sport is being eroded by social media and ‘snippet’ consumption.

Central to her concern is how marketing teams are failing to segment their audiences, treating casual online viewers the same as matchday fans.

“If they aren’t spending money on the sport we shouldn’t count them as spectators to the same level as match going fans.”

“What we want to consider as marketeers is how much we want to give away and how much we want our live sport element to remain,” Lynam said.

Grega echoed the sentiment, arguing fan engagement ultimately comes down to human connection. “It’s not rocket science.”

She suggested the industry revisit the concept of sport as a family outing to recapture that communal experience.

Data Driving Decisions

Both panelists highlighted data and analytics as central to modern fan engagement.

Grega recalled the introduction of computerised turnstiles as a turning point, enabling teams to track crowd movements and optimise staffing and entry times.

She also noted the continued value of fan surveys in informing marketing decisions.

Lynam pointed to ticketing technology as a significant data frontier.

Modern platforms like Ticketmaster’s ticket-transfer system now provide detailed customer insights.

“It allows us to have a better understanding of who’s getting the ticket and how they transport themselves there or when they arrive,”

“We can personalise their journey and sell content to them,” Lynam commented. 

The discussion also touched on data sourced from social media and on-field player tracking, as well as interactive stadium technology gaining traction in the US.

This included holographic assistants and player headset interactions that bring a broadcast-style experience to live events.

Activations That Educate

Activations rounded out the masterclass, with Lynam detailing how she created a fan zone on a modest budget for the Women’s Asian Cup.

The activation featured charitable partnerships focused on women’s health, including Heartbeat of Football, Endometriosis Australia and Share the Dignity.

“I’m very hopeful that that type of idea gets pushed through on other sporting events,” Lynam said.

Grega elaborated on the Heartbeat of Football activation, highlighting how a competitive element built around CPR and heart health kept fans engaged while also educating them.

“The whole health hub ticked all the boxes — it was immersive, it was interactive, it was there for all ages, both sexes.”

“That sort of blueprint is one that should be replicated as much as possible,” Explained Karen Grega

The masterclass offered students and industry professionals a valuable window into contemporary sports marketing.

As the competition for fan attention intensifies, the blend of live experience, smart data use, and purposeful activations can help define the next chapters of fan engagement.

More Than One in Five Football Australia Staff to Lose Jobs Amid Growing Financial Losses

Avatar
Image Credit: ESPN

Australian football finds itself in a curious position.

From the outside, the game appears to be riding a wave of momentum. Attendances, visibility and public interest have all experienced significant uplift in recent years, while major international tournaments and growing discussion around football’s future continue to place the sport firmly within the national conversation.

Yet behind that momentum, Football Australia is now confronting a far more challenging internal reality.

 

A compounding deficit

Chief Executive Martin Kugeler has reportedly indicated the governing body’s projected financial losses for 2025 are expected to exceed the organisation’s reported $8.5 million deficit from the previous year. Accompanying the financial outlook are substantial organisational changes, with reporting from Tracey Holmes indicating more than one in five Football Australia employees are expected to lose their positions through restructuring measures.

The figures represent more than a difficult balance sheet. They point toward a significant period of recalibration inside the organisation responsible for overseeing the sport nationally.

 

Losing the wisdom of existing staff members

For governing bodies, restructures are often framed as strategic necessities for future sustainability. However, workforce changes on this scale also raise broader questions around the challenges of such a transition.

People are often the carriers of knowledge, relationships and long-term strategic understanding. When organisations undergo significant structural change, the effects can extend beyond immediate financial outcomes.

 

Contradicting timing

The timing is what makes the developments particularly notable.

Football in Australia has spent recent years discussing expansion, growth and long-term opportunity. The conversation surrounding the game has increasingly centred on future potential. Often headlining stronger pathways, larger audiences, infrastructure development and greater visibility.

Against that backdrop, news of deep financial losses and substantial staffing reductions creates a different conversation: one focused not on where the game wants to go, but on what may be required to sustain that journey. Therefore, this announcement points toward stagnancy, rather than growth.

Further detail surrounding Football Australia’s strategy and long-term direction will likely emerge over coming months. For now, the developments serve as a reminder that growth stories are rarely straightforward.

Often, the periods that appear strongest from the outside can also be the moments organisations face their most significant internal tests.

Most Popular Topics

Editor Picks

Send this to a friend