SM-Liiga seeks new partner as Nelonen opts against extension

SM-Liiga, the top division of ice hockey in Finland, will require a new rights partner from the 2018-19 season after media group Sanoma said its commercial and pay-television broadcaster, Nelonen, will not extend its contract.

Nelonen is the Liiga’s current rights-holder under an exclusive five-season domestic rights deal, from 2013-14 to 2017-18, struck in June 2012.

Nelonen president Kari Laasko said that while the broadcaster is committed to the upcoming final season of its deal it will not seek to exercise an option to extend the contract, adding that such a move would not be “operationally profitable”.

Finnish newspaper Kauppalehti reported that Sanoma will lose up to €10m ($10.7m) over the course of its current five-season SM-Liiga contract.

Stating the decision not to renew as a “strategic one”, Laasko added: “It gives Nelonen more economic room for manoeuvre and to improve our ability to invest in domestic entertainment in particular.”

In December the SM-Liiga appointed the Commercial Sports Media agency to aid its next media-rights sales process. The Sweden-based company will advise the league in striking its new deal, which is set to begin in 2018-19 and will include more than 500 matches per season.

The Liiga consists of 15 professional clubs and is considered one of the best leagues in the world.