Swedish media company Modern Times Group has locked down Nordic rights to handball competitions operated by the sport’s world and European governing bodies as it detailed a rebrand to Nordic Entertainment Group (NENT Group).
Under the deal announced today (Tuesday), NENT Group has secured the exclusive Nordic media rights to the International Handball Federation’s World Championship until 2025 and the European Handball Federation’s European Championship until 2026.
NENT Group has also extended its rights to the EHF Champions League, European Handball League and the EHF Cup until 2023. The company will show matches live on its television channels and Viaplay streaming service.
Both the women’s and men’s World Championship will be shown live by NENT Group until 2025, starting with the 2019 competition in Japan (women) and Denmark and Germany (men).
NENT Group will also bring handball fans full coverage of the EHF Euro for both women and men between 2022 and 2026. NENT Group already holds the rights to the next tournament in 2020 in Norway and Denmark (women) and Sweden, Austria and Norway (men).
NENT Group has acquired the rights to the IHF World Championship through an agreement with the MP & Silva agency, and to the EHF competitions in deals with the Infront agency and digital media company Perform. The NENT Group agreement is the first signed for the IHF and EHF under these deals.
Meanwhile, NENT Group will operate as a separate organisation from July 1, prior to its proposed listing on the Nasdaq Stockholm exchange later in the year.
In March, MTG said it would split into two entities following the collapse of a proposed takeover deal. Danish telco TDC said in February it would exit a proposed deal to take over MTG’s broadcasting and entertainment division after being approached with a takeover offer for its own business.
NENT Group has now launched its corporate brand, stating this reflects its ambition to provide the “best and broadest” entertainment experiences in the Nordic region and beyond.
Anders Jensen, NENT Group president and chief executive, said: “The Nordic region is one of the world’s most dynamic media markets and our ambition is to provide the best and broadest entertainment experiences possible for our consumers and partners.
“We have a uniquely integrated model, and produce, broadcast and stream exciting content for viewers, listeners and followers. The launch of our new and vibrant brand is the latest step along our path to becoming a separate listed company.”