Premier League's broadcast deal for Nordic market proves exclusion of agents was a success

10 February 2020

broadcasting
Photo: Getty Images Danish captain Pierre-Emile Hojbjerg of Southampton heads the ball away during the Premier League match between Liverpool FC and Southampton FC at Anfield on February 01, 2020 in Liverpool, United Kingdom. The Premier League rights in the Nordic region are the first to be sold for the cycle beginning with the 2022/23 season.

Negotiating directly with NENT is likely to have fetched the Premier League a greater fee.

Brokers and agencies are likely to retain important roles in other markets.

As rights are sold off in Sweden and Denmark, IMG Nordic's OTT broadcaster will not continue.

Henrik Lønne loenne@offthepitch.com

With the announcement that NENT Group has not just kept the Premier League rights in Denmark, Sweden and Finland, but has also taken over the broadcast rights in Norway, the Stockholm-based company has consolidated its status as a key stakeholder for the Premier League.

The Premier League rights in the Nordic region are the first to be sold for the cycle beginning with the 2022/23 season. The deal is worth north of £2 billion over the six seasons the agreement spans.

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