MTG renews Premier League rights in Sweden and Denmark
May 11, 2012 08.20 Europe/London By Julian Clover

Modern Times Group (MTG) has acquired the television broadcasting rights to the Premier League for Sweden and Denmark until from the start of the 2013/14 season through until 2015/16.

In Sweden coverage, including local commentary, will be carried in Viasat’s premium sports channels, In Denmark coverage will feature on the free-to-air TV3.

The rights include coverage of all 38 rounds and comprises matches played in close to 200 individual time slots. All of the rights are exclusive on all platforms in Sweden. The rights to approximately 280 of the matches are exclusive on all platforms in Denmark, while the rights to approximately 100 matches are non-exclusive.

Hans-Holger Albrecht, President and CEO of MTG, commented: “The Barclays Premier League is the most popular domestic club football competition in the world and has a huge fan base in Scandinavia. We are therefore delighted to have both prolonged our exclusive TV rights in Sweden and now secured an enhanced rights package in Denmark. We will continue to provide viewers with premium coverage of matches for the next three years in SD, HD and 3D, and on as many platforms and devices as possible.”

MTG currently holds the Premier League rights across all platforms in Sweden until the end of the 2012/13 season; it also hold the pay-TV broadcasting rights in Denmark for the same period. In addition MTG holds the Premier League rights in Estonia, Latvia, Lithuania and Bulgaria.

Until 2010 the rights to the Premier League were sold on a pan-Nordic basis, when an agreement was brokered through Medge Consulting.