Advisory on the Swedish Football League

Period: 2021 and onwards | Client: SEF

The Swedish based sport media rights advisory company Commercial Sports Media has been appointed by Svensk Elitfotboll (SEF) to advise on the media rights sales of the two top Swedish football leagues for men in the next media rights sales process that will start with the 2026 season.

The two top leagues of Swedish football, Allsvenskan and Superettan, include 32 teams playing 480 matches per season. The current media rights contract for domestic Swedish football is held by Discovery+ in a six-year-deal ending after the 2025 season.

Commercial Sports Media has been chosen to be the exclusive advisor of SEF for the first time.

“We are very pleased that our previous work with other premium sport rightsholders in the Nordics has been recognized and we look forward to work together with SEF.” says Jonas Persson, CEO of Commercial Sports Media.

“It is very exciting times in sport and media industry with shifting viewing habits and quick technology development. SEF is already well positioned to benefit from the changes with a very strong content portfolio.”, Jonas Persson continues.