The Discovery Networks Sweden division of international media company Discovery Communications has secured domestic rights to the Allsvenskan, the top division of Swedish football, according to multiple reports.
Svensk Elitfotboll (SEF), the body which operates the top two tiers of Swedish football, has offered rights in a new cycle to broadcasters for four, five, or six years from 2020. First-round bids were due on February 17, and second-round bids on March 1.
Media group Bonnier is the incumbent rights-holder and its C More pay-television channels have broadcast the Allsvenskan since 1997.
However, Swedish newspaper Aftonbladet said Discovery will pay roughly double the SEK245m (€25.8m/$27.4m) per year Bonnier pays in its current agreement. The length of the new deal was not disclosed.
SEF chief executive Mats Enquist told the newspaper: “We are in the midst of a process that I cannot and will not comment on. We are optimistic. There is a strong tailwind for the league.”