PlayReplay, an AI-powered intelligent court system for racquet sports, has announced a USD 12 million investment led by Alfvén & Didrikson (A&D), alongside Centre Court Capital, ExM Investment Partners, Charbe Partners, Crimson Sports Capital, and a fund managed by LionTree.
The funding marks a significant milestone in the company’s growth strategy, supporting its ambition to scale internationally and expand its presence across key global sports markets.
Advanced Technology Transforming Racquet Sports
PlayReplay delivers real-time electronic line calling (ELC), advanced coaching tools, and performance analytics designed to elevate the playing experience.
The platform enables access to professional-grade technologies previously limited to elite levels of sport, helping enhance fairness, improve decision-making accuracy, and make tennis more data-driven and interactive.
This innovation has gained strong recognition from players and federations worldwide for its potential to improve performance standards and increase overall participation in the sport.
International Expansion and Middle East Focus
The investment will accelerate PlayReplay’s global rollout across sports facilities and federations, with a strong focus on international market expansion.
As part of its strategic roadmap, the company is actively targeting the Middle East, identifying Saudi Arabia, the United Arab Emirates, Qatar, and Egypt as key growth markets due to rising investments in next-generation sports infrastructure.
Strategic Partnership in the Middle East
To support regional expansion, PlayReplay has partnered with Söderhub as its local strategic partner in the Middle East. The collaboration aims to strengthen investment opportunities and build partnerships with regional sports institutions.
Magdy Shehata, Founder and CEO of Söderhub, said that PlayReplay’s technology has already proven successful in markets such as the United States and Canada, highlighting the Middle East as a high-potential region driven by increasing ambition and investment in sports innovation.
Investor Confidence and Market Potential
Måns Alfvén, Co-founder of Alfvén & Didrikson, noted that PlayReplay operates in a large and rapidly expanding market, with more than 250,000 courts in the United States alone. He emphasized the strength of the company’s technology and execution capabilities, expressing confidence in its next phase of growth.
Leadership Perspective on Innovation
Hans Lundstam, CEO and Co-founder of PlayReplay, stated that the investment represents a key milestone in the company’s mission to redefine the tennis experience globally. He highlighted the strong investor interest as validation of the product’s value and market traction.
Mattias Hanqvist, CPO and Co-founder, added that the company’s vision is centered on delivering meaningful impact for players, coaches, and federations, with the new funding enabling expansion into more courts and additional sports worldwide.
