Denmark: JFM to stream over 4,000 local sports matches a year

Jysk Fynske Medier (JFM), the Danish media group, has teamed up with Wowza’s Flowplayer to deliver over 4,000 live-streamed local sports matches annually, including live coverage of regional sports such as football, ice hockey, handball and basketball.

To bring this vision to life, JFM has partnered with Sportway and Flowplayer, deploying AI-powered cameras across hundreds of venues. The setup captures and streams games automatically, eliminating the need for large production crews and enabling cost-effective scalability.

A key enabler of this success has been Flowplayer’s fixed live source technology. Unlike traditional platforms that require a new stream key and configuration for every event, JFM’s infrastructure uses persistent stream keys per venue, simplifying orchestration and reducing the risk of human error.

“With other players, every match generates a new stream key, and you have to send it to whoever is handling the stream that day,” said Silas Bang, Development Editor at JFM. “That’s fine if you’re doing five events a month. But we’re doing 4,000 a year across dozens of teams and venues. There’s no way we could keep up without this fixed source setup. It’s not just convenient, it’s the only reason this model works at scale.”

By embedding sports directly into their digital subscription offerings, JFM says it is strengthening community ties while building a sustainable model for local journalism.

“We want to be at the forefront of local journalism and civic engagement,” continued Bang. “Live sports help us connect with communities in new ways, and drive real business results.”

“JFM is proof you can do big things with a lean setup,” added Svante, Holmdahl, Product Lead at Wowza. “Using our fixed live source tech, they’re streaming thousands of games across hundreds of venues with no new keys, no endless setup, just pure focus on getting local sports to fans. That’s the kind of forward-thinking application we love to support.”

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