Premier League's broadcast deal for Nordic market proves exclusion of agents was a success
10 February 2020
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.
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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