Veo

Veo is a Danish sports technology company that makes automated cameras and cloud software for recording, livestreaming and analysing team sport matches. Its cameras capture the whole field and use onboard AI to follow the action without a camera operator, addressing the gap left by multi-camera broadcast systems that were prohibitively expensive for amateur and youth clubs. Footage is uploaded automatically after a match to the Veo Editor, where AI tags key moments — for example goals and shots in football, scrums and tries in rugby, faceoffs in hockey, or touchdowns and turnovers in American football — so coaches and teams can review play, create and download clips, tag players, comment and share highlights.

The current hardware line comprises the Veo Cam 3, a 4K all-in-one camera with built-in AI tracking and livestreaming; the Veo Cam 3 5G, which adds an integrated 5G modem for streaming and uploading from fields without Wi-Fi; and Veo Go, a software setup that turns two iPhones into a recording kit, positioned for indoor sports, smaller fields and trial use before committing to hardware. Viewing modes include a follow-cam view, an interactive mode allowing panning and zooming into the recording, and a panoramic view of the whole field. Add-on subscriptions cover Veo Live, which streams matches to YouTube, Facebook or any RTMP destination with team logos and sponsor overlays, and Veo Analytics 2, currently football/soccer only, which provides AI post-match analysis with individual player tracking, heat maps and tactical reports.

The platform supports football/soccer, rugby, lacrosse, basketball, American football, hockey and other team sports, and the website is localised for the UK, US, Spanish, Italian, Japanese, French, German and Polish markets.

Founding story

According to published accounts, the idea originated in 2017 when a father on a Copenhagen pitch found he could not both film his son's match and watch it. Henrik Teisbæk, Jesper Taxbøl and Keld Reinicke set out to close the "video gap" in sport, where the large majority of amateur and youth matches went unrecorded because multi-camera systems and operators were too expensive. Teisbæk, previously a co-founder of Miinto, became CEO; Taxbøl, with a vision-processing engineering background, became CTO; Reinicke contributed media and content experience. The founders bootstrapped early prototypes, including manual field tests in Danish winters to validate image stitching and tracking, before raising seed funding from Danish angel investors and Seed Capital to scale their ball- and player-tracking algorithms.

Business model

Veo combines a hardware sale with a recurring software subscription: clubs buy or receive a camera (Veo Cam 3, Veo Cam 3 5G) or use the phone-based Veo Go option, and pay a monthly subscription for cloud processing, storage and the Veo Editor. Plans are tiered by recording hours, number of teams, users and storage duration — Starter (10 recording hours, 1 team, 15 users, 6 months storage), Team (20 hours, 1 team, 30 users, 12 months), Club (unlimited hours, 10 teams, 300 users) and Enterprise (20+ teams, 600+ users, dedicated account manager, volume hardware pricing) — with monthly, six-month, annual and two-year billing options. Paid add-ons include Veo Live for streaming and Veo Analytics 2 for post-match analysis, and accessories such as carbon tripods and tripod bags are sold separately. Early descriptions characterise the model as hardware-as-a-service plus a cloud AI subscription.

Revenue comes from one-time camera purchases and accessories combined with recurring monthly or multi-year subscriptions across Starter, Team, Club, Veo Go and Enterprise tiers, plus paid add-on subscriptions for Veo Live streaming and Veo Analytics 2. Reporting describes a strategic shift toward a data-centric, subscription-led model with growing recurring revenue.

Traction

Published accounts report more than 1 million matches recorded by the end of 2024, use by over 30,000 clubs, headcount growth from about 20 to more than 100 employees between 2018 and 2021, roughly 30% growth in the North American multi-sport segment by the end of 2024, and millions of hours of footage processed annually by early 2026.

Latest developments

In its most recent product presentation Veo announced Veo Analytics 2, a new app for players, and a two-phone Veo Go setup. Veo Analytics 2 offers AI post-match analysis with individual player tracking, heat maps and tactical reports for football only, and is being promoted with a bundle that includes a free Veo Cam 3 with a qualifying 12-month subscription, an offer stated to run until 30 September 2026. The camera range now includes a 5G variant of Veo Cam 3 for streaming and uploading without Wi-Fi.