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

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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.

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‘Wunderbar’ – FC Bayern turns to enterprise AI with Wonderful partnership

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Image Credit: FC Bayern Munich

FC Bayern Munich is taking another step into the world of artificial intelligence after agreeing to a three-year global partnership with enterprise AI company Wonderful. The deal makes Wonderful the German club’s Official Enterprise AI Partner until 2029. The partnership will focus on putting AI into real-world use across Bayern’s operations, rather than limiting it to experiments or demonstrations.

AI to assists Matchday Fan Services

Wonderful’s first project will target one of the busiest and most varied areas of the club: matchday fan support. Specifically, initial implementation will be an AI agent designed to provide digital ticket support. Matchdays create a huge spike in demand for customer service for all manner of reasons: fans may struggle to access tickets, encounter account problems or need help with time-sensitive issues shortly before kick-off.

Bayern plans to use Wonderful’s technology to handle these requests faster than previously. Instead of each individual case entering a traditional support queue, the AI agent can process requests instantaneously, interacting with the club’s existing systems to hopefully resolve it. The aim is simple: get fans answers in moments, and into their seats!

The system will be integrated into Bayern’s existing technology environment – important as the AI will not operate as a separate chatbot disconnected from the club’s data and systems. It is being designed to work within the infrastructure Bayern already uses.

How Wonderful AI works

Wonderful describes its platform as an ‘enterprise AI system built to create, operate and improve AI agents.’ Those agents can perform tasks rather than simply generate text. They can work with company data, access connected systems and complete multi-step processes. The platform uses a system of reusable “skills”. Each skill can contain the instructions, tools, information and checks needed to complete a particular task. An agent can then use the appropriate skills depending on what a user needs.

For Bayern, that could mean an agent identifying that a fan has a ticket-access problem, retrieving the relevant information from the club’s systems and helping resolve the issue. Wonderful also connects its agents to existing enterprise systems. Its platform is designed to work with data platforms, customer relationship systems and other systems of record. This allows an agent to act on current information instead of relying solely on a static database.

More than a ticketing tool

Bayern and Wonderful have indicated further enterprise AI use cases will be introduced during the partnership. While customer support is an obvious starting point, AI agents could theoretically assist internal teams, automate administrative workflows or help employees find and process information.

Wonderful’s platform is designed to support customer-facing agents as well as internal and back-office workflows. It can operate across channels including chat, email and voice, giving the partnership room to expand beyond the first use case. The company also uses a deployment model built around teams working directly with organisations to put AI into production.

Bayern’s AI Strategy Enters a New Phase

The partnership signals a broader shift in how football clubs can use AI. Rather than focusing solely on analytics, Bayern is looking at AI as part of its everyday operations.

The first test will come through fan service. If the ticketing agent can reliably solve problems during the pressure of matchdays, the club will have a practical foundation for expanding AI into other areas. For the club, the biggest opportunity is therefore not one chatbot, but the creation of AI infrastructure that can support multiple parts of its organisation.

The three-year partnership gives the club and Wonderful time to develop that infrastructure. The first use case is focused and practical. The longer-term ambition is considerably broader. The next phase will be about proving that technology can make the experience better for fans while also making the organisation more efficient behind the scenes.

LaLiga and CANAL+ strengthen anti-piracy alliance across nearly 50 countries

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LaLiga and CANAL+ have strengthened their partnership with a new anti-piracy agreement covering almost 50 countries. The deal spans Europe, Sub-Saharan Africa and Haiti. It brings together the league’s anti-piracy capabilities with CANAL+’s technology, intelligence and enforcement resources. The move reflects a growing commercial priority for sports rights holders. Protecting live content has become essential to protecting the value of broadcasting deals.

LaLiga and CANAL+ will share intelligence and coordinate their response to illegal distribution networks. They will also work on joint investigations and enforcement activity. The partnership builds on an existing relationship between the two organisations. CANAL+ distributes LaLiga content across multiple international markets. The new agreement now takes their relationship beyond broadcasting.

The partnership creates a joint focus on protecting the underlying value of the rights being sold. While broadcasters invest heavily in football rights, illegal streaming undermines revenue and weakens the commercial proposition of legitimate broadcasters.

LaLiga’s latest figures highlight the importance of audiovisual income to professional clubs. Broadcast revenue across Spanish professional football fell 5.2% to $2.3 billion (1.43 billion Euros) in the 2024/25 season. Commercial revenue reached $2.4 billion (1.58 billion Euros) and became the largest revenue source.

Piracy therefore represents a direct business risk. Illegal access can reduce the value broadcasters place on future rights packages, ultimately affecting the money flowing back into clubs and competitions.

LaLiga and CANAL+ are responding by pooling resources. For CANAL+, the agreement also protects its investment in international sports rights. The broadcaster operates in nearly 70 countries and has expanded its relationship with LaLiga alongside its international growth. For LaLiga, stronger enforcement can help protect the value of its global media proposition.

The partnership also carries implications for the wider sports industry. Rights holders increasingly need technology, legal expertise and cross-border cooperation to tackle illegal distribution. The message is clear. Winning a rights deal is only part of the commercial battle. Sports organisations and broadcasters must also protect the content once it reaches the market.

LaLiga and CANAL+ are betting that closer cooperation can make that protection more effective. This agreement may provide a model for other leagues and broadcasters facing the same challenge.

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