Satellite-television provider Canal Digital Sweden has formed a joint venture with the National Federation of People's Parks and Community Centres (FHP) to show live sport in Swedish cinemas.
Under the terms of the partnership, Canal Digital will provide cinemas with the 12 sports channels of C More Entertainment, the premium pay-television arm of commercial and pay-television broadcaster TV4 Group.
Admission to the live sports events will be free of charge, with an initial 16 cinemas nationwide having signed up to the venture.
Canal Digital sales manager Erik Löfberg said: “The core of this effort is the social community. Instead of sitting at home alone, you can experience victory or defeat with others. Not everyone wants, or can, bring their children to a pub or a stadium so from that perspective we think this is a great family activity.”