Swedish public-service broadcaster SVT has struck a four-year deal for rights to the country’s national women’s soccer team.
This comes through a deal – covering the 2025-28 cycle – between SVT and Viaplay, the Scandinavian streaming heavyweight.
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The package of games to be shown by SVT includes the UEFA Women’s Nations League competitions, qualifying games for the 2027 FIFA World Cup, the 2028 Los Angeles Olympics, and the UEFA Women’s European Championship in 2029.
In total, the free-to-air network will show between 10 and 13 national women’s team games per calendar year.
Max Bursell, sport manager at SVT, has said: “The women's national football team is one of the most popular national teams among the audience, all categories. We have broadcast most of the national team matches in recent years and are very pleased that viewers will be able to follow the national team on SVT for the next four years.”
Viaplay has held these rights since April 2022, when it signed a deal that also covers both men’s and women’s editions of Swedish club cup competitions, as well as multiple other properties, through May 2029.
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By GlobalDataHowever, the Scandinavian broadcaster has been looking to cut costs in terms of its rights expenditure since 2023, when it unveiled significant financial issues and announced it would fall back from many of its expansion markets and concentrate primarily on the Nordics and the Netherlands.
Significant cuts to its business were detailed in its fourth-quarter 2024 financial results, published late last month.
Qualifiers for the 2021 and 2025 UEFA Women’s Euro (the latter competition, set to take place in Switzerland across July) were also shown by SVT.
Notably, no deal has yet been struck in Sweden for this year’s women’s Euro, at which the women’s side will be present following qualifying play-off victories against Luxembourg and Serbia.
At both the 2019 and 2023 FIFA Women’s World Cups, Sweden secured third place and a bronze medal, while at the 2022 women’s Euro in England, they went out at the semi-final stage to the hosts (and eventual winners).
