The Swedish Professional Football Leagues (SEF) and TV4/Telia have entered into an agreement where TV4/Telia will take over the exclusive broadcasting rights for Allsvenskan and Superettan starting in 2026. The contract will span from 2026 to 2031, with the new home for the leagues being TV4 Play after the 2025 season.
Sweden’s largest sport and most popular league will be viewable through a familiar but renewed operator in the future. TV4 has previously held the rights for Allsvenskan and Superettan, broadcasting matches on C More. This time, Telia is part of the collaboration.
“We are on track to set a new attendance record for the second year in a row, and it’s clear that the interest in Allsvenskan and Superettan is growing each season. In this situation, we are both happy and proud to welcome TV4 and Telia as media partners for Swedish Professional Football Leagues. We’ve conducted a thorough process, together with our advisor CSM, where we listened to all stakeholders and gave all interested bidders a chance. In the end, the choice fell on TV4/Telia, and we look forward to our shared journey to further develop our leagues. We believe this partnership will create great value for all parties,” says Simon Åström, chairman of Swedish Professional Football Leagues.
“At the same time, I want to thank Warner Bros. Discovery for an excellent collaboration over many fine years. We are very pleased with the quality of both the partnership and the broadcasts, and we really look forward to making the 2025 season a great conclusion to the current contract. A big thanks to the team at WBD,” Simon Åström concludes.
None of the parties can comment on financial figures due to contractual reasons, but both Swedish Professional Football Leagues and TV4/Telia are satisfied with the agreement.
“Allsvenskan is a sporting, cultural, and experiential treasure. Superettan has a broad and interesting range of classic clubs and the potential to continue growing strongly in popularity”, says TV4’s sports director Johan Cederqvist, and continues:
“We will manage this trust in the best possible way and look forward to providing comprehensive coverage and highlighting the leagues on all our platforms, including Fotbollskanalen.”
The agreement between Swedish Professional Football Leagues and TV4/Telia also includes digital broadcasting rights. All matches from Allsvenskan and Superettan will be available to watch on TV4 Play.
