Viaplay Picks Up Rights for OBOS Damallsvenskan Football

Nordic Entertainment Group (NENT Group) and the Swedish Elite Football Dam (EFD) have secured a long-term partnership to show OBOS Damallsvenskan football on NENT Group’s Viaplay streaming service.

Per the deal, Viaplay will show every OBOS Damallsvenskan match in all Nordic and Baltic countries, Poland and the Netherlands from 2022 to 2026, with extensive coverage on NENT Group’s TV channels in Sweden.

Starting next spring, seven live matches from Sweden’s top women’s football division will be available every week on Viaplay. The coming season will see the league expand to 14 teams, giving a total of 26 rounds and 182 games per year. In Sweden, Viaplay’s OBOS Damallsvenskan coverage will include studio programming and expert commentary. At least two games per week will be broadcast on NENT Group’s TV6 channel, along with a weekly highlights show.

Anders Jensen, NENT Group’s president and CEO, said: “Our shared ambition with the EFD is nothing less than to build the world’s number one women’s football league together. OBOS Damallsvenskan is already a great competition with a passionate following, and it’s ready for the next level. This is our home turf—working together with rights holders to develop sports properties, while reaching and inspiring new audiences through the best streaming platform in the business.”

Annika Grälls, EFD chairman of the board, said: “It’s a milestone for OBOS Damallsvenskan, for our players and clubs as well as women’s football in general that we sign this long-term deal with NENT Group, enabling our league to be shown in ten different countries.”

Tomas Hoszek, EFD CEO, added: “This five-year agreement with NENT Group, a world-leading streaming company, is an historic moment for Swedish women’s football. We are excited to be able to accelerate our vision to become one of the world’s most competitive leagues and proud to become new partners.”

Peter Nørrelund, NENT Group’s chief sports officer, commented: “This landmark deal means Viaplay will show around 350 live women’s football games every year, which puts us top of this particular league ahead of every other streaming company. We have a long-term commitment to the women’s game, and to helping make sport a more equal place where everyone has the chance to show their skills. Viewers can look forward to world-class coverage on Viaplay and TV6 from a world-class competition.”