Swedish Telecoms Giant Pays Crazy Money For Champions League And Why Is It Relevant
Telia, Swedish telecommunications giant and owner of several media platforms just bought the UEFA Champions League television & streaming rights for three years starting from 2021. You know how much Telia paid? SEK 1 billion per year - that's just shy of 92 million euros! That's for Sweden only. The previous rights'holder, NENT Group, reportedly paid less for the whole Scandinavian region I.e. Denmark, Norway and Sweden. 92 million euros / year to show some soccer in the country that doesn't have much representation in the tournament and certainly stands no chance of ever winning it! Why is this news on cross country skiing resource? First, to make a comparison: we don't think SVT, Swedish public broadcaster and Telia's top rival for audiences' eyeballs pays more than 5% of that…