Union des Associations Européennes de Football

UEFA announces European Qualifiers deals in Scandinavia

010 - SBS Discovery Media signs as broadcast partner for the European Qualifiers
Published: Thursday 18 July 2013, 9.35CET

UEFA is pleased to confirm that it has recently concluded exclusive media rights agreements with newly merged company SBS Discovery Media in Denmark, Norway and Sweden with respect to all European qualifying matches for UEFA EURO 2016 and the 2018 FIFA World Cup.

In Denmark, exploitation of the national team’s matches will be on Kanal 5; Norwegian fans will be able to follow their national team’s progress in the qualifying matches on TV Norge and/or MAX; and qualifying matches featuring Sweden will be shown on a combination of Kanal 5 and another free-to-air channel to be confirmed in due course.

Recognising the value of the newly centralised rights, SBS Discovery Media will ensure that viewers in each territory will also have access to live match programmes featuring key matches played by other countries. It will also broadcast comprehensive free-to-air highlights of matches taking place on the same day as the respective national team match. As a consequence, the qualifying matches will receive a high degree of exposure throughout Scandinavia.

In line with UEFA’s platform-neutral approach to the sale of media rights, all matches will also be available in each territory via the internet and mobile.

In announcing the awarding of rights, UEFA said:

“We are very pleased to welcome SBS Discovery Media to the family of broadcasters which has embraced the new “Week of Football” concept. The commitment made by the SBS Discovery Media and the strength of the channels’ brands across the Scandinavian region combine to provide a powerful platform for the European Qualifiers.”

Notes to editors:

CAA Eleven is the exclusive marketing agency of UEFA for the exploitation of media and commercial rights relating to national team football within Europe, including UEFA EURO 2016, the European Qualifiers for UEFA EURO 2016 and the 2018 FIFA World Cup, the UEFA European Under-21 Championship and other national team competitions.

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