Stockholm (19 April 2021) - Sportway's accelerating growth in 2021 continues with the addition of Ludvig Gårdebäck and William Personne to the Commercial team. Adding the sports, media and technology expertise of Gårdebäck and Personne will further drive Sportway's momentum as the company continues to expand its AI sports production network, which is the largest in Northern Europe. And with Sportway's added investment, Gårdeback and Personne will bolster efforts, led by CEO Daniel Franck, to further expand into new sports, countries and capabilities in the years to come.

"Matching our quest to develop best-in-class technology is our desire to build out our team with best-in-class expertise, which is highlighted by these two additions to the Sportway team. Ludvig's professional experience maximizing value from media rights and William's perspective on leading AI technology platforms and business acumen will round out our Commercial team, elevating our ability to deliver premium streaming experiences for our partners, as well as their players, families and fans," said Daniel Franck, CEO, Sportway.

Ludvig Gårdebäck, Director, Commercial Partnerships

Gårdebäck will primarily be responsible for sales towards new partners as well as developing the existing cooperation's from a commercial and monetizing point-of-view as part of Sportway's Commercial team. Previous experience includes:

  • Telia Company AB - Senior Content Manager, TV & Media: Handled commercial evaluations, negotiations and implementation for Pan-Nordic content across Telias TV and OTT platforms. (March 2019-February 2021)
  • IEC in Sports / Lagardère Sports - Director, Media
    Held various position during a 5-year period at the company. Including leading the sales for the company´s portfolio across several European markets along with contributing to the global acquisition strategy and strategic negotiations with key rightsholders. (Jan 2014-March 2019)

William Personne, Commercial Project Manager, Sportway

Personne will primarily be working closely with CEO with responsibility for coordinating and managing new and existing commercially related projects as part of Sportway's Commercial team. Previous experience includes:

  • Darktrace - Account Executive: Optimized clients cyber defenses via Darktrace's AI-powered Enterprise Immune Systems. As one of the world's leading AI companies for cybersecurity, Darktrace was a trusted partner to detect and neutralize cyber-attacks in real time. (March 2019-Feb. 2021)
  • Hewlett Packard Enterprise - Account Manager: Helped customers transform and simplify their IT solutions by aligning with industry trends to create business opportunities and drive sales cycles. (July 2017-Feb. 2019)