Finnish ice hockey league, Liiga, and Telia have extended the agreement between themselves to also include the 2024/2025-2026/2027 seasons. The original agreement for seasons 2018/2019-2023/2024 was signed in July, 2017.

Commercial Sports Media (CSM) has been Liiga’s advisory partner since 2016 and also advised Liiga in the recent discussions with Telia. “We believe it’s a great outcome for Liiga and Telia to further strengthen the co-operation, says Anders Wistrand, Founding Partner at CSM.

“The last couple of years with the pandemic have been challenging but the prolongation of the agreement demonstrates the strong relationship between Liiga and Telia.”, continues Wistrand.

In this year’s play-offs, Liiga set a new record with over 300,000 people attending the arenas. “The interest in Liiga is very high, something which Telia recognizes with the extension of our agreement”, says Riku Kallioniemi, CEO at Liiga.

“Securing a long-term agreement with a strong and innovative partner like Telia puts Liiga in an excellent position to develop the league and to increase the interest even further”, continues Kallioniemi.

Very important seminar on European football at Stockholm School of Economics yesterday. Governance, financial guidelines and break away threats from the current organisational structure of football were in focus. The various panels agreed that crises are the normal status in football, but we are now at a crossroad.

Swedish football stands out in a European context in the way members have an unique influence on the governance and running of football clubs.
How will that affect access to capital and technology over time? An interesting topic for Martin Carlsson Wall and his academic team at SSE.

LaLiga President Javier Tebas held the closing lecture stating UEFA is the only institution that can create balance in the fragile football eco system.
On technology Jonas Eriksson pointed at American sports and handball were media are allowed to have live microphones in the very games. That provides a new dimension to the live experience and also helps to create a less aggressive atmosphere.

Commercial Sports Media is a proud partner to Center for Sports and Business at SSE and would like to thank Martin and his team for a great event.