Sportway, a privately owned company headquartered in Denmark, was founded in 2014. With approximately 70 employees, the company reported $9.7M in revenue as of 2023. Sportway functions as a media managed services provider, specializing as a digital media rights, data, and production company focused on lower-tier leagues and youth sports.
Sportway and the Finnish Cheerleading Federation extended their multi-year partnership on January 20, 2026, ensuring the long-term visibility of cheerleading beyond the 2026 season and providing athletes, families, and fans with live online event access. Previously, on December 19, 2025, Sportway partnered with World Masters Hockey (WMH) in a multi-year global streaming agreement to broadcast Continental, World Indoor, and World Outdoor Championships via a dedicated digital platform. On December 17, 2025, Sportway entered the Americas through a deal with sports media and apparel investor W. Graeme Roustan, owner of The Hockey News. This move coincided with a strategic partnership with The Hockey News to bring Sportway's AI-driven hockey production technology to North America and launch TheHockeyNews.TV, basing operations in Brantford, Ontario. Earlier, on November 20, 2025, Sportway partnered with Ice Hockey Iceland to launch an OTT platform dedicated to ice hockey fans in Iceland.
Sportway's customers primarily consist of spectator Sports and hockey companies. Examples of Sportway's customers include Danmarks Ishockey Union (DIU) and Federacion de Baloncesto de Madrid (FBM).
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