Premier League rights: Nent Group beats TV 2 in the bidding war

Solskjær Old Trafford Manchester UnitedOle Gunnar Solskjær thanks the crowd. Photo: ManUtd.com / Facebook

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Viasat owner Nent Group has secured the rights to show the Premier League in Norway from the summer of 2022. TV 2 lost out in the bidding round.

TV 2 has had the Norwegian Premier League rights since 2010 and has them up to and including the 2021/22 season. Then Nent takes over, which also has the same rights in Denmark, Sweden and Finland, it was revealed on Thursday.

Kampanje initially reported on the matter.

“I am overwhelmed by this new and expanded agreement and can once again confirm Nent Groups as a leader in the Nordic market. Premier League football is a cornerstone of our sports coverage, and with Norway, in addition to the rights in Sweden, Denmark and Finland it provides us with a foundation for further development of this fantastic sport. We have set a record in delivering a world-class coverage of the Premier League to a large and committed fan base in the Nordic countries. Our sports media colleagues are ready to take this to a new level for many years to come,” says Anders Jensen, CEO of Nent Group.

It is not known what the TV giant will pay for the rights of six seasons as Premier League host. Earlier, DN wrote that TV 2 in 2015 paid NOK 1.8 billion for three seasons of English football.

The price has probably increased significantly since then.

The Premier League generates approximately NOK 35 billion in revenue to the league per year from worldwide TV rights, according to an estimation by Premier League boss Richard Masters in May.

TV 2 boss Olav T. Sandes is disappointed to lose the Premier League flagship to rival Nent.

“Of course we would like to extend this right, because after ten years the Premier League has a very special position at TV 2. We went very far, but everything has a limit. We have in TV 2 many other initiatives that we also have a responsibility to take care of. Today we are disappointed,” he says to his own channel.

© NTB Scanpix / #Norway Today

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