Estonian Ice Hockey Association Enters Agreement with Sportway Media Group for Long-Term Streaming Deal

Sportway Media Group (SMG) and the Estonian Ice Hockey Association have agreed on a long-term streaming deal starting this fall. Our common goal is to install camera systems in all Estonian Ice Hockey venues in the country and live stream ice hockey games from youth and junior leagues, as well as lower-tier senior leagues.

This is the second deal that SMG has signed this year in the Baltics, the first being a long-term deal with the Latvian Hockey Federation. SMG already has well-established ice hockey streaming services in Sweden, Finland, Norway, Denmark, Czech Republic, and Belgium.

CEO of Sportway Media Group, Daniel Franck is proud of the agreement,

“This is a deal I am very proud of. Getting our second contract signed in the Baltics is great news. We see huge potential in Estonia and for our partnership with the Estonian Ice Hockey Association. As with many of our new partners, they are on a big growth journey and we want to be a part of that.”

Estonian Ice Hockey Association President, Rauno Parras, adds,

“Estonian ice hockey has seen substantial progress in recent years. The new partnership with Sportway Media Group, to live stream games starting with the 2023-2024 season will help us continue our growth, increase the distribution, further establish our media product, and increase focus on player development using the video analytic possibilities that come with the system. With SMG as a partner, we will take smart and innovative production to the next level, and we believe it will enable us together to build a broader audience.”

Sportway Media Group will create a dedicated platform for streaming all Estonian ice hockey games. The broadcasts will use SMG:s cutting edge and continually improving AI technology which will ensure high-level quality for all levels. In addition to the streaming service the agreement also include access for clubs and teams to other services such as video coaching, game analytics and manual production possibilities.

Sportway Media Group ( is a company engaged in media rights acquisitions as well as the owner of technology and software supporting streaming services, including AI production. Sportway Media Group operates streaming services in countries, within all major team sports, and with close to 1,000 cameras installed. Sportway Media Group has offices in Stockholm, Copenhagen, Oslo, Helsinki, Prague, and Auckland. For the 23/24 season, it is estimated that Sportway Media Group will stream over 200,000 games from ice hockey, handball, floorball, basketball, football, volleyball, rugby, and rinkball across all markets.

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