Swedish Sports Tech PlayReplay Raises $12M Ahead of MENA Expansion

Sweden-based PlayReplay, which develops AI-powered systems for racquet sports, has raised $12 million to support international expansion plans across the Middle East including Saudi Arabia, the United Arab Emirates, Qatar, and Egypt.

Founded in 2019 by Hans Lundstam and Mattias Hanqvist, the company develops AI-driven court systems that combine real-time electronic line calling, coaching tools, and match analytics aimed at players beyond the professional tier.

The funding round was led by Alfvén & Didrikson with participation from Centre Court Capital, ExM Investment Partners, Charbe Partners, Crimson Sports Capital, and a fund managed by LionTree.

PlayReplay is also expanding through a regional partnership with Söderhub focused on investment opportunities and institutional partnerships across the Middle East.

“PlayReplay technology is already proven and making waves in markets such as the US and Canada,” Magdy Shehata said in a statement. “We believe the Middle East represents a strong long-term opportunity, where ambition, investment, and appetite for next-generation sports infrastructure are accelerating.”

According to the company, the new funding will support broader international rollout plans, deeper deployment across sports clubs and federations, and expansion into additional sports beyond tennis.

PlayReplay stated that its wider focus remains on making advanced tennis tracking and analysis tools more accessible beyond elite-level competition.