The deal is worth over SKr1.2 billion (€113 million/$154 million) over four years, from 2010-11 to 2013-14, a 50-per-cent increase on the existing deal. Competition from Modern Times Group’s Viasat, which last week announced the launch of a dedicated ice-hockey channel in Sweden, was the major factor behind the increase.
The new deal contains a clause that protects Canal Plus and TV4 should some Elitserien teams pull out of the competition. Five of the 12 teams have threatened a breakaway and are funding an investigation into the viability of a cross-border league. The clubs say the revenues generated by participating in the Elitserien are still not sufficient to prevent their top players from being poached by wealthier leagues, particularly the North American NHL and, increasingly, the Russia-based KHL.