Riyadh - Sharikat Mubasher: PlayReplay, an AI-powered intelligent court system for racquet sports, recently raised a $12 million investment round, led by Alfvén & Didrikson (A&D) alongside other investors, to accelerate its growth and expansion strategy.

PlayReplay is exploring an expansion into the Middle East, with Saudi Arabia, the UAE, Qatar, and Egypt identified as key markets, the company revealed in a press release today.

The new capital will help PlayReplay expand into new sports and roll out its technology across global clubs and federations.

To support its expansion in the Middle East, PlayReplay is partnering with Söderhub as its local partner in the Middle East to support investment opportunities and partnerships with regional institutions.

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

For his part, Hans Lundstam, CEO and Co-founder of PlayReplay, commented: “This investment marks a significant milestone on our roadmap to redefine the tennis experience for every player on the planet. The strong interest from investors serves as proof of our product's value and the traction we are gaining in the market. We are incredibly grateful for the resources, advice, and practical support that A&D has already provided, and we foresee a tremendously supportive collaboration.”

PlayReplay offers real-time electronic line calling (ELC), coaching tools, and analytics, enabling players to access advanced technology previously reserved for the highest professional tier. This technology brings fair play to tennis while making the game more data-driven and interactive. Players and federations worldwide appreciate the solution for its potential to drastically improve the sport and increase participation.