The Swedish Tennis Association enters into an agreement with Sportway on TV rights

03.09.2021

The Swedish Tennis Association, together with media and production company Sportway, have entered into a two-year agreement on the exclusive rights for the elite series and competitions with SM status.

The agreement implies that Sportway will be responsible for producing and packaging the rights to TV channels, media companies, and streaming services.

The Swedish Tennis Association is in an exciting phase where work on the long-term plan 'Game Change' continues. In line with the plan, the Swedish Tennis Association will work together with Sportway to strengthen its media interest and make Swedish tennis more accessible through packaging and broadcasting of various Swedish tennis competitions.

Sportway, and the people behind the company, have extensive experience in the production, packaging, and sale of TV rights in various sports. Not least in tennis, where they have worked with the ATP, WTA and the International Tennis Association, as well as with Sweden's major international competitions, including the ATP competitions in Båstad and Stockholm.

- We are very happy about the collaboration with Sportway, which enables better packaging of, among other things, the final game of the elite series. Sportway understands the possibilities of the future in digital media and will therefore be able to provide the Swedish Tennis Association with important knowledge in the work of creating a platform that brings together Swedish tennis and various related services for practitioners, members, clubs, followers and fans, says Christer Sjöö, Secretary General of the Swedish Tennis Association.

- Sportway has extensive experience in working with various sports and associations, and we are very proud that our talented team now has the opportunity to, together with the Swedish Tennis Association, strengthen the offer of various rights. Tennis has a unique position in Sweden and there are many exciting opportunities to build on in the future, says Daniel Franck, CEO of Sportway.

For further information, please contact:

Christer Sjöö, Secretary General of the Swedish Tennis Association
christer.sjoo@tennis.se
010-444 04 04

Daniel Franck, CEO Sportway
daniel.franck@sportway.com
+4670 845 12 62