The sports analytics industry in the Nordics is rapidly evolving, driven by advances in technology and the increasing demand for data-driven insights in sports performance management. Companies in this space utilize machine learning and AI to provide tools for data collection, analysis, and presentation, enabling athletes and teams to leverage information for better outcomes. This sector includes startups focusing on everything from real-time performance metrics to fan engagement solutions and sports betting analytics. As sports organizations aim to maximize competitiveness, investment in analytics is expected to grow, paving the way for innovative solutions and collaborative partnerships within the industry.


This list highlights 18 prominent investors in the sports analytics sector, featuring private equity and venture capital firms primarily based in Stockholm and other Nordic capitals. Founded between 1979 and 2022, these firms vary in size, with most employing between 11 and 5000 individuals. In 2024 alone, they engaged in multiple investments, with notable players such as EQT Group and Better Collective making significant strides. Their diverse backgrounds reflect a robust interest in advancing sports analytics, illustrating the financial potential and growth opportunities within this niche.


Top 18 Sports Analytics Investors in the Nordics


1. Almi

  • Website: almi.se
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 201-500
  • Number of deals in 2024: 7
  • LinkedIn: almi-ab

Almi AB is a financial services company based in Stockholm, Sweden, founded in 1994. It specializes in providing loans, risk capital, and business development support to small and medium-sized enterprises (SMEs) in Sweden, with the goal of enhancing their growth and competitiveness. Almi has been involved in several notable transactions in the sports analytics industry, including investments in companies like Spiideo, which focuses on video analysis for sports, and Sportswik AB, which offers a platform for sports data and analytics. Other investments include Racefox, which provides performance analysis tools for athletes, and Playmaker, which is involved in sports performance analytics. These transactions highlight Almi's commitment to supporting innovation and development in the sports analytics sector.


2. Better Collective


Better Collective is a corporate investor based in Copenhagen, Denmark, founded in 2001. The company operates as a digital media entity specializing in sports and esports content, focusing on performance-based marketing and community building. Better Collective has made significant acquisitions in the sports analytics space, including RotoGrinders, a platform that offers daily fantasy sports insights, and The Action Network, which enhances their position in the US sports betting media market. Additionally, their acquisition of Futbin, a leading esports company for FIFA games, demonstrates their commitment to expanding into analytics-driven platforms within the esports sector. These transactions highlight Better Collective's strategic focus on providing valuable insights and resources for navigating the sports betting landscape, making them a relevant player in the sports analytics industry.


3. Seed Capital Denmark

  • Website: seedcapital.dk
  • Type: Venture Capital
  • Headquarters: Frederiksberg, Frederiksberg, Denmark
  • Founded year: 2004
  • Headcount: 1-10
  • Number of deals in 2024: 5
  • LinkedIn: seed-capital-denmark

Seed Capital Denmark is a venture capital firm based in Frederiksberg, Denmark, founded in 2004. The firm specializes in providing seed funding and advisory services to technology startups, with a focus on sectors such as SaaS and Fintech. Notably, Seed Capital has made significant investments in the sports analytics domain, particularly through their involvement with Veo, a Copenhagen-based company that develops sports camera and AI technology. Veo raised substantial funding in multiple rounds, including a Series C round of $80,229,435 in June 2022 and a Series B round of €20 million in January 2021, where Seed Capital was a participant. Their earlier investment in Veo during its Seed round in 2017 further highlights their commitment to supporting innovative sports technology. Additionally, Seed Capital has invested in other sports-related ventures like Sportcaster and Leikr, indicating a broader interest in the sports analytics and technology landscape.


4. EQT Group

  • Website: eqtgroup.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 1001-5000
  • Number of deals in 2024: 30
  • LinkedIn: eqt-partners

EQT Group is a prominent investment firm based in Stockholm, Sweden, specializing in private equity, infrastructure, real estate, growth equity, and venture capital. Founded in 1994, EQT serves institutional investors by providing expertise in managing diverse investment portfolios across multiple sectors and geographies. Among their notable transactions, EQT has made significant investments in the sports analytics domain, including multiple rounds of funding for Sportradar, a key player in sports data and analytics, raising substantial amounts in 2012 and 2014. Additionally, their strategic investment in United Talent Agency (UTA) in 2022 highlights their commitment to the sports and entertainment sectors, further solidifying their relevance in the sports analytics landscape. EQT's diverse investment strategy allows them to leverage opportunities across various industries, including sports analytics.


5. Industrifonden

  • Website: industrifonden.com
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1979
  • Headcount: 11-50
  • Number of deals in 2024: 9
  • LinkedIn: industrifonden

Industrifonden is a venture capital fund based in Stockholm, Sweden, founded in 1979. The firm specializes in investing in early-stage companies, particularly in the fields of Deep Tech, Life Science, and Transformative Tech. They provide financial support and strategic guidance to startups, helping them scale their innovative solutions. Notably, Industrifonden has invested in Fishbrain, a Stockholm-based sports fishing app that raised $6 million in 2023, and previously secured $13.5 million in Series B funding in 2018. These investments highlight their interest in technology-driven solutions within the sports domain, particularly those that utilize data analytics to enhance user engagement and market reach.


6. Chalmers Ventures


Chalmers Ventures is a venture builder and tech investor based in Sweden, founded in 2015. They focus on deep tech innovations and support researchers and entrepreneurs in commercializing their technology through various programs. Their model emphasizes active ownership and investment in startups, helping them scale and succeed in the market. Notably, Chalmers Ventures has been involved in multiple funding rounds for RaceOne, a company that specializes in sports analytics. They participated in several seed rounds from 2016 to 2022, with investments totaling over $2 million. This consistent support for RaceOne highlights their interest in the sports analytics sector, showcasing their capability and willingness to invest in this niche.


7. Verdane

  • Website: verdane.com
  • Type: Private Equity
  • Headquarters: Oslo, Oslo, Norway
  • Founded year: 1985
  • Headcount: 51-200
  • Number of deals in 2024: 7
  • LinkedIn: verdane-capital

Verdane is a private equity investment firm based in Oslo, Norway, founded in 1985. The firm specializes in growth equity investments in technology-enabled companies, providing capital and hands-on support to help businesses scale. Verdane focuses on digitalization and decarbonization trends, primarily targeting technology companies looking to enhance their market position and operational efficiency. Notable transactions include the acquisition of MATCHi, a company that operates in the sports sector, indicating Verdane's interest in sports-related investments. Additionally, they have invested in PerformIQ and Watch it Live AB, which may also have relevance in the sports analytics context. Their recent investment in Meltwater, a media monitoring startup, further showcases their engagement with technology-driven companies, which could intersect with sports analytics.


8. Nordic Capital

  • Website: nordiccapital.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1989
  • Headcount: 201-500
  • Number of deals in 2024: 10
  • LinkedIn: nordic-capital

Nordic Capital is a private equity firm based in Stockholm, Sweden, founded in 1989. The firm specializes in investments across various sectors, including healthcare and technology, and focuses on creating long-term value and sustainability in its portfolio companies. Notable transactions include the acquisition of Vizrt, a digital media firm valued at $374 million, which could have applications in sports broadcasting and analytics. Additionally, Nordic Capital acquired a 70% stake in Siteimprove, a digital marketing software provider, and Cint, an insights data tech company, both of which emphasize data-driven solutions. Their investment in Unisport, a company that may relate to sports retail and analytics, further highlights their engagement in sectors that intersect with sports analytics.


9. Creandum

  • Website: creandum.com
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2003
  • Headcount: 11-50
  • Number of deals in 2024: 17
  • LinkedIn: creandum

Creandum is a venture capital firm based in Stockholm, Sweden, founded in 2003. The firm specializes in supporting early-stage entrepreneurs in building global, category-defining companies across various sectors, including fintech and health tech. Creandum provides venture capital investment, strategic support, and networking opportunities to startups, nurturing them from seed to IPO. Notably, Creandum has made significant investments in the sports analytics space, including a minority stake in Forza Football, a platform with approximately 3 million active users that focuses on football analytics. Additionally, they have invested in RFRSH Entertainment, a Danish esports team agency, which highlights their engagement in the sports industry. These transactions reflect Creandum's commitment to supporting innovative companies within the sports analytics and esports sectors.


10. Butterfly Ventures

  • Website: butterfly.vc
  • Type: Venture Capital
  • Headquarters: Helsinki, Uusimaa, Finland
  • Founded year: 2012
  • Headcount: 1-10
  • Number of deals in 2024: 5
  • LinkedIn: butterfly-ventures

Butterfly Ventures is a venture capital firm based in Helsinki, Uusimaa, Finland, founded in 2012. The firm specializes in seed stage investments in deep tech startups, providing both capital and strategic support to help early-stage companies navigate growth and market entry challenges. Butterfly Ventures emphasizes social and environmental impact in its investments. Among their notable transactions, they invested in Sports Tracking Technologies in 2014, a company focused on analytics in sports, showcasing their engagement in the sports analytics sector. Additionally, they have supported other startups like Zenniz, MoveSole, and Fjuul, which, while not exclusively in sports analytics, reflect their broader interest in innovative technologies.


11. Lifeline Ventures


Lifeline Ventures is a venture capital firm based in Helsinki, Uusimaa, Finland, founded in 2009. The firm specializes in early-stage investments in startups across various sectors, providing financial backing and advisory services to resilient founders. Lifeline Ventures has been active in the sports and esports sectors, as evidenced by their investment in VersusGame, which raised $25 million to enhance product development and partnerships in the gaming industry. Additionally, their involvement with RFRSH Entertainment, a Danish esports team agency, highlights their engagement in the esports landscape. Other investments, such as in Inven, a Finnish M&A software startup, showcase their diverse portfolio, but their connections to sports-related ventures make them a notable player in the sports analytics domain.


12. Heartcore Capital

  • Website: heartcore.com
  • Type: Venture Capital
  • Headquarters: Copenhagen, Denmark
  • Founded year: 2007
  • Headcount: 11-50
  • Number of deals in 2024: 17
  • LinkedIn: heartcorecapital

Heartcore Capital is a venture capital firm based in Copenhagen, Denmark, founded in 2007. The firm specializes in investing in early-stage technology companies, focusing on providing capital and guidance to entrepreneurs throughout their business journey. Heartcore has a global reach and emphasizes building long-term relationships with founders. Notably, Heartcore has invested in GameAnalytics, which raised $5.5 million in Series A funding in December 2014 and $2.5 million in a Seed Round in February 2013. GameAnalytics is significant in the sports analytics context as it offers analytics tools for game developers, which can be applied to sports games. Additionally, Heartcore has invested in Blackwood Seven, which raised substantial funds across multiple rounds, indicating a strong interest in analytics and data-driven decision-making, relevant to the sports analytics field.


13. Conor Venture Partners

  • Website: conor.vc
  • Type: Venture Capital
  • Headquarters: Espoo, Uusimaa, Finland
  • Founded year: 2005
  • Headcount: 1-10
  • Number of deals in 2024: 1
  • LinkedIn: conor-venture-partners

Conor Venture Partners is a venture capital firm based in Espoo, Uusimaa, Finland, founded in 2005. The firm specializes in investing in early-stage technology companies across various sectors, including ICT, electronics, embedded systems, and new materials & optics. They provide strategic guidance and financial support to help these companies grow and succeed in global markets. Notably, Conor Venture Partners has been involved in significant transactions such as their investments in Supponor, a Finnish digital advertising technology provider that raised funds to enhance brand segmentation and measurability in sports broadcasting. Additionally, they invested in Omegawave, a company that offers performance monitoring solutions for athletes, which aligns closely with sports analytics. These transactions highlight Conor Venture Partners' engagement with companies that operate within the sports analytics industry, showcasing their potential relevance in this sector.


14. Betsson AB (publ)

  • Website: betssonab.com
  • Type: Corporate
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1963
  • Headcount: 11-50
  • Number of deals in 2024: 3
  • LinkedIn: betssonab

Betsson AB (publ) is a corporate investor based in Stockholm, Sweden, founded in 1963. The company operates as an online gaming provider, offering a range of services including sports betting and casino games. Betsson is licensed in multiple jurisdictions, ensuring a regulated environment for its users. In recent years, Betsson has made strategic acquisitions to bolster its position in the sports analytics domain. Notably, in October 2022, they acquired 80% of KickerTech Malta Limited for EUR 14 million, aiming to enhance their B2B growth strategy and improve sportsbook technology. This acquisition is pivotal as it directly relates to sports analytics, allowing Betsson to refine its betting offerings through advanced analytics. Additionally, their acquisition of a majority stake in a B2B sportsbook business further illustrates their focus on integrating analytics into their operations. These transactions highlight Betsson's commitment to leveraging sports analytics to enhance their services and expand their market presence.


15. Bonnier Ventures

  • Website: bonnierventures.com
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2013
  • Headcount: 1-10
  • Number of deals in 2024: 1
  • LinkedIn: bonnier-ventures

Bonnier Ventures is a venture capital firm based in Stockholm, Sweden, founded in 2013. As the investment division of the Bonnier Group, they focus on providing capital and management support to promising companies in structurally growing industries, including healthcare, media, sustainability, fintech, and SaaS. Notably, Bonnier Ventures has participated in several transactions relevant to the sports sector, including their investment in Heja, a youth sports management social platform that raised $4.2 million in a seed round in June 2021. This investment highlights their engagement in the sports analytics domain, as Heja's platform likely incorporates elements of sports management and analytics. Additionally, Bonnier Ventures has been involved in other technology-driven investments, such as Sellforte, an AI-powered marketing optimization platform, which showcases their interest in tech solutions that could intersect with sports analytics.


16. Investinor

  • Website: investinor.no
  • Type: Venture Capital
  • Headquarters: Trondheim, Trøndelag, Norway
  • Founded year: 2008
  • Headcount: 11-50
  • Number of deals in 2024: 4
  • LinkedIn: investinor

Investinor AS is a venture capital investment company based in Trondheim, Trøndelag, Norway, founded in 2008. It specializes in providing funding to promising startups and companies, helping them grow and achieve market leadership. Investinor manages state interests in seed and venture funds and collaborates with entrepreneurs and other investors. Notably, Investinor has participated in several significant transactions, including investments in Unacast, a location data software developer, which raised $16 million in a venture round in 2021 and $17.5 million in a Series B round in 2018. This company’s focus on data analytics aligns with potential applications in sports analytics. Additionally, Investinor invested in Skitude, which raised $2,063,070 in a Series A round in 2019, a company that provides a platform for ski resorts and outdoor sports, further indicating their interest in the sports sector. Overall, while Investinor's primary focus is broader than just sports analytics, their investments in data-driven companies suggest a relevant connection to the field.


17. Spiltan Invest

  • Website: spiltan.se
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1986
  • Headcount: 11-50
  • LinkedIn: spiltan

Spiltan Invest is a Stockholm-based venture capital firm founded in 1986, specializing in long-term investments in growth companies across various sectors, including technology, finance, real estate, and industry. They provide capital and strategic support to entrepreneurs and businesses, focusing on sustainable value creation over time. Notably, Spiltan Invest has invested in Forza Football, which raised $1.7 million in a secondary market transaction in June 2018, indicating their involvement in the sports analytics domain. Additionally, they have participated in other technology-focused investments, such as United Robots and Emerse, but these do not directly relate to sports analytics. Their investment in Forza Football is a key highlight that connects them to the sports analytics industry.


18. Vitec Software Group

  • Website: vitecsoftware.com
  • Type: Corporate
  • Headquarters: Sweden
  • Founded year: 1985
  • Headcount: 1001-5000
  • Number of deals in 2024: 5
  • LinkedIn: vitec

Vitec Software Group is a corporate investor based in Sweden, founded in 1985, with a workforce of 1001-5000 employees. The company specializes in developing standardized software solutions across various industries, including healthcare, real estate, and education. In recent years, Vitec has expanded its portfolio through several acquisitions, notably acquiring Avoine OY in March 2019, which focuses on software solutions for sports associations and trade unions in Finland. This acquisition highlights Vitec's strategic interest in the sports sector. Additionally, Vitec has made other acquisitions, such as HK data AS and BidTheatre, which, while not directly related to sports analytics, demonstrate the company's active investment strategy and growth in the software market.



Sports Analytics Insights: Key Investors in the Nordics


InvestorHeadquarterSizeFoundedDeals 2024
AlmiStockholm, Stockholm, Sweden201-50019947
Better CollectiveCopenhagen, Denmark1001-500020011
Seed Capital DenmarkFrederiksberg, Frederiksberg, Denmark1-1020045
EQT GroupStockholm, Stockholm, Sweden1001-5000199430
IndustrifondenStockholm, Stockholm, Sweden11-5019799
Chalmers VenturesSweden11-50201526
VerdaneOslo, Oslo, Norway51-20019857
Nordic CapitalStockholm, Stockholm, Sweden201-500198910
CreandumStockholm, Stockholm, Sweden11-50200317
Butterfly VenturesHelsinki, Uusimaa, Finland1-1020125
Lifeline VenturesHelsinki, Uusimaa, Finland1-10200914
Heartcore CapitalCopenhagen, Denmark11-50200717
Conor Venture PartnersEspoo, Uusimaa, Finland1-1020051
Betsson AB (publ)Stockholm, Stockholm, Sweden11-5019633
Bonnier VenturesStockholm, Stockholm, Sweden1-1020131
InvestinorTrondheim, Trøndelag, Norway11-5020084
Spiltan InvestStockholm, Stockholm, Sweden11-5019860
Vitec Software GroupSweden1001-500019855


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