The rights for the match – a World Cup qualifier against Sweden, this Saturday – were bought by pay-broadcaster Viasat and cable and IPTV companies YouSee, Stofa and TDC, after free-to-air broadcasters had balked at the reported €1 million price asked by the Kentaro agency. The buyers abandoned their original plan to broadcast the match on a digital premium channel after outcry in the media. It will now be broadcast on Viasat’s basic-tier channel 3 Puls.
For more information see the next issue of TV Sports Markets.