Pendular, a leading provider of AI-powered sports content automation, has partnered with the Estonian Football Association to deliver real-time, automated highlight production and matchday content for the A. Le Coq Premium Liiga, Esiliiga and Naiste Meistriliiga.

Under the agreement, Pendular becomes the official automated content partner of the A. Le Coq Premium liiga, supporting every match of the season. Its technology identifies key moments as they happen, generates high-quality highlight clips, and produces additional around-the-game content, including player actions, crowd reactions, and other key match context moments. All content is delivered in ready-to-publish formats to clubs within minutes.

The system ensures every club in the league has access to consistent, broadcast-grade content without the need for dedicated in-house production. This increases both the volume and quality of output across social and owned channels while significantly reducing operational workload for clubs.

“This collaboration helps us increase engagement across platforms and grow the visibility of the A. Le Coq Premium Liiga, while also creating new, scalable opportunities for sponsors to be integrated into match content,” said Teet Allas, Head of Top Leagues at the Estonian Football Association. “Fans expect fast, continuous, and instantly shareable moments from every match. Reducing manual content production allows clubs to focus on what matters most: building stronger communities, improving matchday experiences, and strengthening long-term relationships with fans and partners.”

The agreement further strengthens Pendular’s presence in European football and reflects a broader shift across federations, where high-quality content production is becoming a core pillar of both fan engagement and commercial strategy rather than a secondary function.