Sportway announces expansion of operations into Australia

January 12, 2024

Sportway Media Group has announced its expansion into the Australian sports media industry through the launch of its subsidiary Sportway Australia.

Engaged in the production and commercialisation of media rights, while also owning technology and software supporting streaming services, including AI production, Sportway advise that “this strategic expansion marks a noteworthy change in the landscape of sports media and event production in the country.”

Operations in Australia will be headed by industry veterans Mark Hardess and Brian Meinrath.

Appointed Chief Executive of Sportway Australia, Hardess his extensive experience in media rights sales, broadcast production, running of events, marketing of events and athlete management.

He has worked throughout Asia and Australia operating across sports from golf and football to cricket, basketball and tennis. In all his roles, he has showcased his ability to handle large-scale operations, with sports federations, broadcasters and event sponsors.

Explaining how joining Sportway reflects a shared dedication to innovation and growth in the ever-evolving sports media industry, Hardess advises “I am thrilled to embrace this new chapter with Sportway.

“The expansion into the Australian sports media industry marks a significant milestone, and I am confident in our collective ability to drive innovation and success. I look forward to navigating the challenges and opportunities, bringing forth a new era in sports media excellence.”

Meinrath, appointed as Vice President of Sales & Business Development, brings his strategic acumen and diverse experience across sport, media and technology sectors.

With specialisations encompassing broadcast technology and production, OTT development, along with the commercialisation of broadcast and data rights and sports properties, he was instrumental in the development of a national streaming platform for football in Australia (NPL.TV) as well as introducing AI broadcast camera technology to the local market.

Meinrath noted “Sportway’s expansion into Australia is timely. It presents an exciting opportunity to work with sports rights holders to re-evaluate their current activity and explore an array of technology that drives efficiency, growth and commercial outcomes.

“I look forward to playing a key role in shaping the success for Sportway and our customers in Australia”.

Enthusiastic about the pair leading Sportway Australia, Sportway Media Group Chief Executive, Daniel Franck stated “we’re thrilled to welcome Mark Hardess as CEO and Brian Meinrath as Vice President of Sales and Business Development to the newly started Sportway Australia.

“Mark’s extensive experience, notably with Golf Australia, Sportfive, and World Sport Group, brings invaluable knowledge to our team.

“Brian’s successful tenure at Pixellot and Football NSW showcases his versatility and leadership. Their combined expertise aligns perfectly with Sportway’s commitment to innovation and growth, setting the stage for a transformative journey in the Australian sports media landscape.”

Founded in Sweden, the Sportway Media Group operates in 13 countries with offices in Stockholm, Copenhagen, Oslo, Helsinki, Riga, Prague, Melbourne, and Auckland.

It poised to stream over 250,000 events for the 2023/24 season across various sports, solidifying its position as a leader in the industry.

Image: The Westlake Boys High School from Auckland, a Sportway partner, celebrate thier win at the World Schools Rugby Festival held last month in Thailand. Credit: Sportway.

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