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.

Commercial Sports Media further strengthens its Nordic team with the recruitment of Petter Werner, formerly at IEC in Sports, Lagardere, EBU and most recently Spring Media.

Petter has an extensive experience withing media rights sales, acquisitions and business development and will be responsible for further developing CSMs services in the Nordic region.

“I am excited to join CSMs highly experienced team and look forward to continue develop and learn while contributing to the continued growth and success of the company”, Peter Werner says.

“We are very pleased to welcome Petter to CSM at a time when our company is set to grow in a very interesting market place.”, Jonas Persson, CEO of CSM, states.