Sportway Media Group is entering the North American market through a strategic partnership with The Hockey News, bringing its artificial intelligence–driven hockey production technology to Canada and the United States and launching a new digital broadcast platform, TheHockeyNews.TV.
Announced Tuesday, the agreement pairs Stockholm-based Sportway with one of the most recognized brands in global hockey media. The new North American operation will be headquartered in Brantford, Ont., placing Sportway in the center of one of the world’s most hockey-intensive regions and signaling a significant step in the company’s international growth strategy.
“North America is a massive opportunity, and partnering with Roustan Media Ltd. gives us the reach and credibility to scale quickly,” said Daniel Franck, CEO of Sportway. “Our technology is proven across Europe, and this is the right moment to bring it to the biggest hockey market in the world.”
Sportway has built its business around automated, AI-powered production systems that allow hockey games to be broadcast without traditional camera crews. The company currently serves 18 national hockey federations and the International Ice Hockey Federation (IIHF), operating nearly 1,000 automated production systems across Europe. Those systems deliver more than 100,000 live games annually, supporting professional leagues alongside amateur, youth and grassroots hockey ecosystems.
The North American expansion reflects both the maturity of Sportway’s technology and the scale of the market it is targeting. Canada and the United States together have more than 5,000 indoor hockey rinks, compared with roughly 350 in Sweden. That density creates what Sportway views as the world’s largest opportunity for scalable, automated hockey production, particularly at levels of the sport that have historically lacked consistent broadcast coverage.
The partnership is anchored by The Hockey News, which is owned by Roustan Media Ltd. Roustan Media is owned by its Chairman and CEO, W. Graeme Roustan, who also owns TRUE Hockey, the No. 1 goalie equipment brand in the NHL. Through its print, digital and international platforms, The Hockey News has established itself as the world’s leading hockey magazine and digital outlet, with a growing focus on multi-language content and global distribution.
“We’re excited to bring Sportway’s world-class AI production to North America,” said W. Graeme Roustan. “Combining their technology with the strength of The Hockey News and the momentum of TRUE Hockey will elevate how the sport is captured and experienced.”
The launch of TheHockeyNews.TV is intended to sit at the intersection of live game production and editorial storytelling. By pairing automated broadcasts with the editorial reach and credibility of The Hockey News, the partners aim to create a platform that supports player development, fan engagement and broader access to the sport, particularly at the amateur and developmental levels.
For Sportway, establishing operations in Ontario also provides proximity to leagues, federations and commercial partners, while offering a base for further expansion across the continent. The company’s systems are designed to be installed permanently in arenas, allowing rinks to stream games consistently without the costs associated with traditional production crews.
From a business perspective, the partnership highlights how artificial intelligence is reshaping sports media economics, especially in niche and regional markets. Automated production reduces barriers to entry for leagues and organizations seeking visibility, while creating new digital inventory for media companies and sponsors.
The collaboration with The Hockey News also gives Sportway immediate brand recognition in a crowded North American sports media landscape. For Roustan Media, the deal adds a technology-driven layer to its media strategy, aligning its editorial assets with live content and emerging broadcast models.
As demand for live and on-demand sports content continues to grow, both companies are positioning the partnership as a long-term play rather than a single platform launch. With a foothold in Canada’s hockey heartland and access to thousands of rinks across the continent, Sportway and The Hockey News are betting that AI-powered production will play an increasingly central role in how hockey is watched, shared and monetized in North America.
