UEFA has concluded exclusive media rights agreements with newly merged company SBS Discovery Media in Denmark, Norway and Sweden, with respect to all European qualifying matches for UEFA EURO 2016 and the 2018 FIFA World Cup.
In Denmark, exploitation of the national team's matches will be on Kanal 5; Norwegian fans will be able to follow their country's progress in the qualifying competitions on TV Norge and/or MAX; and qualifying games involving Sweden will be shown on a combination of Kanal 5 and another free-to-air channel to be confirmed in due course.
Recognising the value of the newly centralised rights, SBS Discovery Media will ensure that viewers in each territory also have access to live match programmes featuring key fixtures played by other countries. It will also broadcast comprehensive free-to-air highlights of games taking place on the same day as the respective national team match. As a consequence, the qualifiers will receive a high degree of exposure throughout Scandinavia.
In line with UEFA's platform-neutral approach to the sale of media rights, all fixtures will also be available in each territory via the internet and mobile.
In announcing the awarding of these rights, UEFA said: "We are very pleased to welcome SBS Discovery Media to the family of broadcasters which has embraced the new 'Week of Football' concept. The commitment made by SBS Discovery Media and the strength of the channels' brands across the Scandinavian region combine to provide a powerful platform for the European Qualifiers."
CAA Eleven is the exclusive marketing agency of UEFA for the exploitation of media and commercial rights relating to national team football within Europe. This includes UEFA EURO 2016, the European Qualifiers for UEFA EURO 2016 and the 2018 World Cup, the UEFA European Under-21 Championship and other national team competitions.
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