Welcome PlayReplay to the A&D family

We are excited to announce our investment in PlayReplay, an AI-powered intelligent court system for racquet sports. 

In tennis, players are responsible for calling the ball in/out on their own side of the court, and anyone who has played a lot knows how frustrating it can be when calls go wrong. With PlayReplay’s system, that problem is solved. Historically, this kind of technology has been limited to the largest tournaments. PlayReplay makes it accessible to players at all levels, improving both fairness and the overall player experience. Having spent time on court using the system ourselves, we’ve been particularly impressed by its simplicity and how engaging it is to get data connected to your game - such as seeing the speed of your serve or by what margin the ball passed the net.

The company has established a strong position in its segment, with its ITF Silver-certified system delivering very high accuracy. PlayReplay serves customers across Sweden, the U.S. and other international markets, including clubs, colleges and federations, and has built partnerships with leading organizations such as the United States Tennis Association (USTA) and the Intercollegiate Tennis Association (ITA).

“PlayReplay is one of the fastest-growing companies we’ve invested in, operating in a massive market with more than 250,000 courts in the U.S. alone. Hans, Mattias, and the team have built an impressive technology with strong execution, and we’re excited to support them in the next phase of growth” says Måns Alfvén, cofounder of Alfvén & Didrikson.

A&D is investing approximately SEK 100 million, becoming a significant minority shareholder in the company. A&D invests alongside, among others, Centre Court Capital and Charbe Partners, and with continued support from existing investors such as ExM Investment Partners and LionTree. The investment was led by Måns Alfvén, Emil Ahlanzberg, and Marat Vardanyan. Marat and Emil will join as ordinary and deputy board members. A special thank you to Tuula Tallavaara, who has once again provided outstanding legal counsel and been instrumental in successfully guiding us through the investment process.

We look forward to partnering with Hans and the team on the journey ahead.

/ The A&D team