Warner Bros. Discovery (WBD) and the Finnish Ice Hockey Association (FIHA) have extended their media rights agreement, ensuring that Finland’s national ice hockey team matches and major tournaments (excluding the men’s World Championships) will continue to be broadcast on WBD’s platforms from 2026 to 2032.

As FIHA’s exclusive media rights advisor, Commercial Sports Media (CSM) played a key role in the negotiation process, having also advised on the original agreement between FIHA and WBD. This renewal secures long-term stability for Finnish ice hockey broadcasting and continues to strengthen the sport’s presence on free-to-air and digital platforms.

Under the new deal, TV5 and the streaming service Max will remain the home of Finnish national team hockey. The agreement includes four key World Championship tournaments each season – Women’s, U20 Men’s, U18 Girls’ and U18 Boys’ Championships – as well as men’s and women’s Euro Hockey Tour events and additional international fixtures.

“The Lions is Finland’s most significant sports brand, and Lions hockey has played an important role as WBD has grown to Finland’s second most-watched commercial TV company in commercial target groups aged 25–54 and 25–64”, says Antti Haajanen, VP Sports Nordics, Warner Bros. Discovery.

“It has been a pleasure to increase the visibility, especially of youth and women’s hockey, and to help boost their popularity. We remain committed to providing a significant hockey package on the FTA channel TV5 and even more for true fans via Max,” continues Haajanen.

“It’s great to be able to continue the co-operation with Warner Bros. Discovery. The role of a media partner is significant in developing the multifaceted visibility of the sport, and we will be able to continue this work together in the coming years as well,” says Sami Kauhanen, CEO of the Finnish Ice Hockey Association.

During the upcoming spring season, WBD will air the Women’s World Championship, the Men’s Nordic Cup and Latvia matches, the U18 World Championship, and the Czech EHT tournament across its distribution channels.

Separately, WBD continues to hold European media rights for Olympic ice hockey, having previously secured the 2026–2032 Olympic Games rights in partnership with the European Broadcasting Union (EBU). WBD will serve as the digital home of the Olympics across Europe through its streaming and pay-TV platforms Max and Eurosport.

CSM has been a strategic advisor throughout the process, ensuring FIHA secures a long-term partnership that maximizes exposure and commercial value.

“We are proud to have supported FIHA in securing this extended agreement with WBD, ensuring long-term stability for Finnish ice hockey. The deal highlights the strength of Finnish hockey as a media property and reflects the importance of maintaining a strong broadcasting partner to develop the sport further,” says Anders Wistrand, Founding Partner of Commercial Sports Media.

CSM has been FIHA’s advisory partner since 2018, providing strategic guidance during the media rights tender for the 2020/21–2025/26 seasons, which resulted in Discovery-Warner Bros. acquiring the domestic rights in Finland.

In addition to its role in media rights negotiations, CSM has also played a key role in the launch of leijonat.tv, a joint venture between FIHA and AI-production company Sportway. The platform has expanded the accessibility of Finnish ice hockey, providing enhanced coverage and new opportunities for fan engagement.

Long-Term Partnership with Veikkaus Also Extended

Alongside the extended agreement with WBD, FIHA has also renewed its long-standing partnership with Veikkaus, Finland’s national gaming company. The new agreement extends until 2030, ensuring continued collaboration across key national teams, including the men’s and women’s senior teams, the U20 national team, and the Auroraliigan.

“This partnership allows Veikkaus to continue offering its customers high-quality domestic betting products, services, and content while strengthening its connection to the most significant moments in Finnish ice hockey”, states Anders Wistrand.