Premier League cracks open next broadcast rights cycle with a big Scandinavian deal

February 6 – The Premier League has concluded its first broadcast deal for the rights cycle beginning 2022 and it’s a big one.

NENT Group has acquired exclusive rights to broadcast the Premier League in Sweden, Norway, Denmark and Finland from 2022 to 2028, an extension of its existing contract with the addition of the Norwegian market.

While no figure has been announced for the deal it will be exponentially larger than the current agreement with NENT, and required the approval of the Premier League’s broadcast marketing committee yesterday to go ahead with what is a six-year, two-term deal. The Premier League generally sells rights on a three-year cycle though its deals in the US (with NBC) and in China are currently six-year terms.

Anders Jensen, NENT Group President and CEO said: “Premier League football is a cornerstone of our sports offering, and the addition of Norway to our existing rights for Sweden, Denmark and Finland gives us a great foundation for the further development of this fantastic sports property.”

NENT’s rights cover free TV, cable and streaming with the media giant owning the Viasat pay-TV channels, a suite of free-TV channels and the Viaplay streaming service. Viaplay is expected to broadcast the bulk of the Premier League’s output.

“We have a proud and historic relationship with fans in the Nordic region and are delighted that Nordic Entertainment Group has invested in the rights to broadcast the Premier League once again,” said Premier League chief executive Richard Masters. “Through their high-quality coverage and cutting-edge technology, we are confident that over the six seasons of this deal they will make the very best Premier League content available to our passionate fans across the region.”

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