There is great uncertainty surrounding the television rights to Swedish women’s football. The agreement with broadcaster Viaplay expires at the end of the year, and nothing has yet been announced about how the country’s top women’s football league will be shown next season.
Several national team stars have expressed concern and disappointment over how the situation has been handled.
I certainly hope it gets resolved as quickly as possible. I think everyone should have the opportunity to watch the Swedish women’s league. It’s a league where many of our talented players come to the fore. It would be a disaster if it weren’t shown, and an incredible shame, says Filippa Angeldahl, who then explains her reasoning:
It’s like taking a step back while other countries are moving forward. It’s important that we invest in women’s football because it would be incredibly sad not to be able to keep up with other countries.
Losing millions
The clubs’ association, Elitfotboll dam (EFD), has lost two major sponsors. Main partner Svenska Spel announced last year that it will not extend its agreement, which expires at the end of 2026. Obos has also announced that it will not extend its agreement as title sponsor of the Swedish women’s league.
According to SVT, the agreements with Obos and Svenska Spel have generated a total of 24 million kronor (about $2.3 million) in revenue each year. Seven million came from Obos and 17 million from Svenska Spel. The television deal with Viaplay also guaranteed additional millions.
Andersson: “Too bad”
Former EU Commissioner and current EFD chair Ylva Johansson said in an interview with Dagens Nyheter that the situation was critical.
“Many of our clubs are already in a difficult situation. It would be a disaster if we had to tell them that we don’t have agreements in place for next year,” Johansson said.
National team player Bella Andersson, who broke through at Hammarby and signed with Real Madrid last summer, believes that investing in women’s football is “a matter of course.”
It’s just too bad. I hope they solve it because you want the Swedish women’s team to be in the other European leagues. We can’t get any worse, says the centre-back.
TT has contacted EFD for comment.