TV4 to broadcast and develop Swedish soccer

Pay television broadcaster TV4 will broadcast top-flight Swedish domestic soccer until 2019, after striking a wide-ranging new agreement with Svensk Elitfotboll (SEF).

26 March 2013 David Cushnan
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Pay television broadcaster TV4 will broadcast top-flight Swedish domestic soccer until 2019, after striking a wide-ranging new agreement with Svensk Elitfotboll (SEF).

The deal covers the period between 2016 and 2019, extending the existing partnership between broadcaster and governing body.

All 240 matches per season from the top-tier Allsvenskan will be broadcast on TV4's C More channel, or via its online streaming series. The same channel will also broadcast all 240 games from the second-tier Superettan as part of the deal, with 90 simulcast on the TV4 Sport service.

No financial details were immediately available.

“This partnership allows us to continue our development of and investment in Swedish football in the years to come,” said Johan Kleberg, the chief executive of C More and the sports rights manager of the TV4 Group.

TV4 Group and SEF have also agreed to a long-term collaboration to develop both leagues and joint future business opportunities. “It is not just about revenue for media rights,” said Christian Olsson, the chairman of SEF. “The greatest value lies in cooperation to strengthen the league's image, create the conditions for new technical and commercial development and increase audience experience.”

Mats Enqvist, secretary general of SEF, added: “It is the beginning of a development where the SEF, the clubs and TV4 Group has lots of interesting opportunities to create new business. The goal is to enable opportunities also for our other partners, both current and future.”

TV4 – SEF