Telco TDC Group’s entry into Danish EPL rights market may boost competition ahead of Superliga tender
Rai, Mediaset and Sky were all expected to bid this week for a cut-price 2018 Fifa World Cup. The rights in Italy have plummeted in value since the national team failed to qualify for the tournament, losing a play-off to Sweden.
Uefa has increased the value of Europa League media rights in Scandinavia by about 45 per cent in deals with TV2 in Norway and Discovery Communications in Denmark and Sweden.
The ATP is earning less from market-by-market sales in the Nordics than from the last cycle’s pan-regional deal, after Modern Times Group added World Tour rights in Norway and Sweden to its earlier Denmark deal last month. A separate deal has also been agreed in Finland with MTV3.
Pay-television broadcaster C More last week agreed the most valuable Swedish sports-rights deal in history, paying an increase of about 90 per cent to renew Swedish Hockey League rights.
New inventory and strong broadcaster competition has seen the value of Uefa’s package of national team rights increase markedly in Scandinavia.
The Infront Sports & Media agency signed off relatively lucrative long-term deals for ice hockey’s World Championship in three markets last month.
Discovery Communications’ ambition to strengthen its market position in the Nordics helped Norway’s football league defy all expectations in the sale of its media rights last week.