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September 12, 2022

C More takes over from Viaplay as NFL rightsholder in Sweden and Finland

The broadcaster has secured a deal to show the top American football league until 2025.

By Tariq Saleh

Telia, the Swedish telecoms firm, has acquired rights to American football’s NFL in its home market and Finland for the next three years.

Under the agreement, which runs until the Super Bowl in 2025, approximately 130 games will be shown per season across Telia's platforms in the respective territories.

Around six games per week will be aired via Telia’s pay-TV operator C More, its Sportkanalen sports channel, and the TV12 free-to-air offering.

The entire playoffs and the Super Bowl will also be shown on C More, Sportkanalen, and TV12.

In addition, NFL RedZone, which offers live cut-ins of games, will be broadcast on C More’s channels with seven hours of live coverage every Sunday evening during the regular season.

C More replaces Viaplay, the Sweden-based media and entertainment company, after it opted not to extend its rights deal with the NFL which came to an end after the finale of the 2021-22 campaign earlier this year.

Viaplay also recently relinquished rights in Denmark and was replaced last week by commercial broadcaster TV 2.

The NFL's new agreement with Telia began last Thursday as C More aired the season opener between the Buffalo Bills and Los Angeles Rams.

This season’s Super Bowl will be played on February 12 and broadcast on C More and TV12.

Johan Cederqvist, head of C More's channels and rights, said: “We are sharpening the supply even further. Interest in the NFL has grown steadily in the Nordics and is a very strong television experience for all those interested in sports. The NFL is a giant in American television and it shows in the production.”

Laura Louisy, director of international business development and media at the NFL, added: “NFL interest in Sweden is growing rapidly and the partnership with C More, which includes free-to-air TV broadcasts on TV12 every week during the regular season and also the Super Bowl on TV12, means that the biggest NFL games are available to a wider audience in Sweden than ever before.”

The NFL has secured several deals in the European market over the past week, agreeing new deals in Germany with OTT platform DAZN and commercial broadcaster RTL from the start of the 2023 season.

The league also secured an extension with DAZN in Canada.

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