Event info
When Thierry Boudard, Arnaud Caron and Pierre Debleme cofounded Sportall in 2019, the mission was clear: Give sports that aren’t often covered in prime-time broadcasts the same digital media arsenal that major federations and leagues use — at a fraction of the cost. Today, Sportall operates a full “Media as a Service” (MaaS) platform for non-major and niche sports rights-holders, and Wildmoka sits at the heart of its value proposition.
What Is Sportall?
“Sportall is first and foremost a sports streaming platform—that’s the product we built,” says Boudard. “We operate in two ways: by providing white-label apps to sports rights holders, and by aggregating all these apps and all our clients’ events into a single application: Sportall TV.”
Sportall delivers white-label apps for teams to publish their own video content and sport-centric data — results, rankings, stats, etc. —related to live events, championships, and athlete-related content. The platform also manages the end-users, meaning the fans.
“So we’re really in a B2B2C model: we deliver a white-label app to our client, but both the client (as admin) and their fans (as end-users) are connected to the platform,” Boudard says.
Sportall aggregates content from live and replayed sports events, and they also aggregate sports rights-holders so they can all be visible in one single place. That single place is Sportall TV, since all end-users of the white-label apps register via Sportall’s platform.
We’re a SaaS company, but to support our clients, we also sell a large catalog of services to help sports rights holders –federations, leagues, clubs—use our product properly. Our professional services portfolio ranges from live production to live clipping, multi-distribution to not only the right holder’s app and social accounts, but also Sportall TV, the upstream federation’s apps and social accounts, and even broadcast TV channels for big events. We help our customers find their fans where they are. —Thierry Boudard, CEO and co-founder, Sportall
The platform intentionally positioned itself in the “second-tier” of the sports rights-holder market. That market includes popular sports with large fanbases that are rarely broadcasted on linear TV —athletics, fighting, swimming, waterpolo, to name a few — and on the other hand, niche and/or emerging sports with a very small but active fanbase, such as futsal, Paralympic sports, or more exotic sports like underwater rugby. “We designed our offer and our architecture specifically for that market.”
As of today, Sportall and their 15 employees serve about 30 sports organizations around the world, including global federations such as the FIA World Endurance Championship (WEC), World Lacrosse, World Squash, the Association of National Olympic Committees, the French federations of Athletics, Canoe/Kayak, Handball, Futsal, Wrestling, Swimming, Paralympics, and also sports clubs and private sports medias, like Fight Nation and Riding zone.
In September 2025, Sportway Group AG acquired Sportall, and the company is now attached to the Sportway France subsidiary.
The challenge: Premium OTT without heavy infrastructure
Non-major sports federations have high event attendance and passionate fans, but limited resources, small teams and very often, no digital operational capacity. Some of Sportall's customers are only two-person organizations. Many of them only stream on YouTube or Facebook, with no data ownership or monetization model.
For this specific market, Sportall set out to deliver:
- Industrial-scale live production and distribution
- Fan-base development
- Advanced monetization (pay-per-view, subscription, and sponsorship models)
- A premium OTT experience designed for smaller rights holders
The solution: Sportall OTT with Wildmoka at the core
In its early years, Sportall built its entire service layer on Wildmoka. As Boudard recalls,
“In the beginning, the only video platform we used was Wildmoka. We streamed live into Wildmoka, and from there published to YouTube and Facebook, created clips, and delivered full reports of views. That was our very first value proposition, at the early stage of starting up.” —Thierry Boudard
When Sportall’s own multi-tenant OTT platform launched, Wildmoka’s role evolved into a deeply integrated live-clipping and social-distribution engine.
Scaling service offerings
Sportall now offers two levels of service to its customers:
- Self-serve: Customers gain access to Sportall and Wildmoka platforms in such a way they themselves can manage their fans and their production of live events and clips. Under the hood, they use Wildmoka to push live content and highlights to every social media destination: YouTube, Facebook, Instagram…—maximizing reach and funneling traffic back to pay-per-view. They also use Wildmoka for decorating social media livestreams and clips with branding overlays—logos, waiting slates before a live starts, etc. And thanks to a special integration, every video clip and highlight produced in Wildmoka can automatically appear onto the related event page in the white-label app.
- Professionally-managed: Sportall also offers a number of professional services under its Live Media Center offering. On behalf of their customers, Sportall manages their production and multi-destination live enrichment and distribution to every digital or broadcast destination requested.
“Our Live Media Center multiplies destinations to boost visibility and help the rights holder get enough views to justify their production investment, since production is what costs the most,” Boudard says. Sportall also offers digital editorial services: programming the events, in-app design, social media management, clipping, highlighting, and adding commentary in multiple languages so the productions meet a broadcast-level standard.
Creating end-to-end workflow integration
Both platforms, Sportall and Wildmoka, are now tightly integrated together via a set of APIs.
On one hand, Sportall platform hosts the OTT app (the fans’ front-end video portal where they can watch live events and play VODs), manages the content management system that stores all video assets for long duration and defines how each of them shall be monetized (pay per view, subscription, sponsored, free period, etc.). Sportall also takes care of the enrollment and management of subscribers and occasional viewers (including viewership rights and payments of pay-per-view assets). The livestream to Sportall TV and white label apps are streamed through Amazon Web Services solution and other CDN solutions.
On the other hand, Wildmoka takes care of the social media livestreams, with live graphics insertion, pre-live and post-live slates, live clipping and editing, and multi-distribution to social media pages and event pages through publishing templates.
A win-win partnership
Servicing live sports is probably one of the most difficult things in the video industry, as you need to be real-time (sports fans don’t wait), and the service can’t fail (live sports is a premium content that fans pay for, and you can watch it live only once!). With Wildmoka, Sportall is in good hands to meet live sports scalability, performance and reliability criteria that their fan base requires.
Boudard adds,
Despite being small, we’ve handled more than 1000 live events per year. Over the years we learned to handle the load—scalability, content protection, data security, pay-per-view volume with huge spikes of users a few minutes before a live starts. The overall platform made of Sportall and Wildmoka is extremely stable—close to zero bugs. Once an event is scheduled, everything works reliably. —Thierry Boudard
The integration is a win-win partnership, since the integration also opened Wildmoka to a market segment previously unreachable. As Boudard notes, “Beyond our technical integration, we integrated Wildmoka into a commercial model that lets rights holders use it every weekend—whereas on their own, they could probably not have afforded it.”
Monetizing niche sports
Sportall proposes a revenue sharing business model to their rightholders, and they monetize their content through sponsorships, advertising, subscriptions, and pay-per-view (PPV).
Boudard says, “Our PPV model is extremely flexible—pay per time, live session, event, championship, race, etc. Major sports platforms avoid PPV for fear of cannibalizing subscriptions, but in small sports, PPV is often the only viable model.
For niche sports, if you don’t announce your PPV live on social media in advance, you won’t sell anything. Sometimes we offer the first minutes of an event, or the ‘pre-event” for free on Facebook, watch the viewer counter increase, then point everyone to the PPV event. It’s aggressive, but necessary. —Thierry Boudard
Bringing fans requires time and money. Unlike TV, OTT is an active consumption medium: people must choose to watch. Unlike a passive TV viewer, a digital fan has to be aware of the event, search on which platform or social media this event will be streamed, then connect to that platform. Subscriber acquisition is more expensive for digital than for TV, but it’s worth it. Digital views are more valuable than TV views because you know exactly who is watching and for how long. For sponsors, a digital viewer is worth 7–10 times more than a passive TV viewer. ”
Results: Scaling 2nd-tier sports like major leagues
The combined Sportall–Wildmoka ecosystem now supports:
- 30+ rights holders using the platform regularly, in France and internationally
- 1,300+ live events per year,
- 2 million registered fans across the Sportall universe,
- up to 400% pay-per-view revenue growth in 3 years, for some federations.
Boudard adds, “You could wonder whether a generic SaaS-based white-label app is good enough, versus building a fully custom OTT platform like the big players. But we’ve grown with many of our clients, and we’ve taken big clients and made them even bigger.”
Give your media a bigger platform
Together, Sportall and Wildmoka have proven that every sport—no matter how niche—can find, grow and monetize its audience with the right combination of OTT platform, services, clipping and social media distribution tools, and of course a well thought out digital strategy.
Want to maximize your video distribution and monetization with Wildmoka? To learn more, get in touch with our team.