TV4 extends deal for domestic Swedish football rights

Swedish commercial and pay-television broadcaster TV4 Group has retained rights for the Allsvenskan and SuperEttan, the top two divisions of football in Sweden.

The deal will run for four years, from 2016 to 2019, and includes free-to-air and pay-television rights.

The Kampanje news website said that the deal is worth a total of SEK1.3 billion (€156 million/$203 million), or SEK325 million per year.

The Swedish Football Association, which sold the rights, said that the top-tier Allsvenskan would be shown on C More Entertainment, the premium pay-television arm of the group, while the second division, the SuperEttan, would be shown on basic-tier channel TV4 Sport.

Association president Lars-Christer Olsson said: “This is not just about income from media rights. The greatest value lies in the cooperation to strengthen football's image, creating conditions for… commercial development as well as raising public experience.”