Spring Media, the Stockholm-based agency, has struck a deal to distribute the media rights of the Elitserien, the top tier of Swedish speedway, on an exclusive basis.
The agreement will cover five years, from 2018 to 2022, and comprises domestic and international rights across all platforms.
Spring Media signed the deal with Svemo, the sport’s national association, which operates the Elitserien, and the ESS club association.
Spring Media said that it is in the process of reviewing the production of Elitserien coverage and how the competition is packaged for viewers. The agency will initiate discussions with domestic and international media companies after concluding the review, it added.
“With its large and loyal fan base, Elitserien holds a strategic value to media companies wanting to attract viewers and subscribers to its channels and offerings on the Swedish market,” Spring Media partner Hans Svelander said.
Svemo chairman Håkan Leeman added: “We are encouraged by Spring Media’s knowledge and plans to utilise digital technologies to make Elitserien more accessible.”
The Elitserien, which is one of the strongest speedway leagues in the world, attracts the third-highest attendance of all sports leagues in Sweden, after football’s Allsvenskan and the SHL men’s ice hockey competition.