Sportway Media Group (SMG), a leading global sports production and live-streaming company, has announced the acquisition of French direct-to-consumer (DTC) video tech firm Sportall through its content and data management division, Sportway.
Based in Paris, Sportall will continue to operate under Sportway’s French business arm while integrating its OTT streaming technologies, livestreaming software, and fan engagement tools across the broader Sportway ecosystem. The deal strengthens Sportway’s presence in continental Europe and enhances its technical and commercial capabilities in the fast-growing sports streaming sector.
A Strategic Expansion into the French Sports Ecosystem
The acquisition marks a major strategic step for Sportway, expanding its operations beyond Northern Europe and aligning it with France’s dynamic digital sports landscape.
Sportall’s existing partnerships include several high-profile sports organizations such as the FIA World Endurance Championship, the Association of National Olympic Committees, and World Squash, positioning Sportway to enter new verticals and rights categories through the collaboration.
“Following the great success we’ve had with French ice hockey, we are thrilled to expand our footprint in France through this strategic acquisition,” said Jonas Persson, founder and chair of SMG.
“Sportall’s innovative D2C technology and strong relationships across the French sports ecosystem make it a perfect complement to Sportway’s global streaming platform. Together, we’ll continue to push the boundaries of how sports content is produced, distributed, and experienced by fans.”
Building Europe’s Leading Sports Streaming Platform
Sportway’s co-founder and CEO, Daniel Franck, emphasized the acquisition’s importance to the company’s long-term growth plan:
“Sportway is growing fast and the acquisition of Sportall is an important step towards strengthening our position as the leading provider of live streaming solutions in Europe. By combining our strengths, we have an unparalleled capacity to address unique rights holders’ needs and create growth opportunities for our clients.”
The integration of Sportall’s proprietary DTC platform will allow Sportway to deliver end-to-end digital solutions — from production and distribution to fan analytics and monetization.
Strengthening the SMG Portfolio
The acquisition of Sportall adds to SMG’s expanding sports media ecosystem, which already includes:
- MyGame – a sports production company
- Live Arena Sports – a streaming solutions provider
- Acticom – a digital in-venue advertising firm
Together, these brands give SMG a vertically integrated model across content creation, technology, and commercialization — a significant competitive edge in the evolving sports media landscape.
365247 Insight:
The acquisition of Sportall represents more than just a territorial expansion — it’s a statement of intent. With this move, Sportway Media Group positions itself as a pan-European leader in live sports streaming, capable of servicing rights holders from grassroots to elite level. The blend of data-driven production, fan engagement, and OTT infrastructureputs Sportway at the center of the next wave of digital sports innovation.
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