Brussels, Belgium and Stockholm, Sweden, 8th September 2026 – EuroHockey and Sportway Media Group have entered into a new long-term partnership designed to significantly expand the visibility and accessibility of live hockey across Europe through enhanced live streaming, digital distribution and innovative broadcast technology.
Under the five-year agreement Sportway will become EuroHockey’s official streaming platform partner, providing its automated sports broadcasting technology and digital services to support EuroHockey’s growing portfolio of events and competitions.
The partnership will combine coverage of major existing EuroHockey competitions with the introduction of new broadcast capabilities for additional events across Europe.
As part of the initiative, Sportway will facilitate the expansion of streaming with our member associations and clubs – over the traditional 8-12 events the year – with the introduction of single automated camera solutions that will also provide a legacy for EuroHockey’s hosts.
The agreement will see Sportway provide a new dedicated EuroHockey-branded streaming website, (EuroHockeyTV). This will feature live and on-demand match coverage, integrated payment services, and connectivity with EuroHockey and Sportway’s official competition management system partner AltiusRT.
The agreement reflects both organisations’ shared commitment to growing the sport and increasing engagement with our hockey communities throughout Europe.
EuroHockey’s Director General, Angus Kirkland said, “When we started delivering streamed hockey, we were clear in our vision that every match matters.
This partnership with Sportway marks an important step in our digital transformation strategy and our vision to make hockey more accessible to fans across Europe.
By working with Sportway, we will expand coverage of our competitions, reach new audiences and create greater opportunities for athletes, clubs and member associations”
“This partnership allows us to give EuroHockey the structural visibility it deserves, from top-level events all the way down to matches that have never been broadcast before,” says Daniel Franck, CEO of Sportway Media Group. “By combining automated production with our OTT platform, we can scale coverage across dozens of venues without asking clubs and federations to carry the investment or the operational burden themselves. Hockey has a passionate, engaged community across Europe, and we are proud to bring our international experience in OTT streaming platform and AI-driven sports production to the sport.”
The partnership will officially commence ahead of the 2027 season, with the rollout of new venue installations and streaming services taking place progressively throughout the agreement term.
About EuroHockey
EuroHockey is the governing body for hockey in Europe. It has 42 member national associations and is one of five Continental Federations affiliated to the International Hockey Federation (FIH). EuroHockey (previously the European Hockey Federation) was founded in Cardiff, Wales in 1969 and its first president was Pablo Negre. The current president is Marcos Hofmann, who was elected in 2023. Within his role, Marcos is chair of the Executive Board, which comprises the Director General and 11 elected members. In addition, Marcos is a member of the International Hockey Federation’s (FIH) Executive Board. Under the president’s guidance, the governance of EuroHockey sets a premium on transparency, inclusivity and accountability.
About Sportway
Headquartered in Stockholm, Sweden, Sportway Media Group partners with federations, leagues and clubs to make sports structurally visible through scalable, end-to-end media solutions. By combining automated AI-camera production, centralised operations and a robust OTT platform, Sportway delivers live and on-demand content, highlights, data-driven insights and monetisation models that support both elite and grassroots sport in more than 20 countries.
The companies forming Sportway Media Group include Sportway, a content and data management company specialized in innovative production and distribution concepts; Live Arena Sports, a market-leading software development team offering vendor-neutral and flexible solutions for online streaming, mobile applications and OTT platforms; Studio Automated, the world leading developer of AI camera technology and Acticom, a fast-growing DOOH network that connects brands with fans through digital advertising.
Press contacts:
EuroHockey
Siobhán Madeley
Siobhan@eurohockey.org
Sportway Media Group
Daniel Franck, CEO
daniel.franck@sportway.com
