Telia-owned TV4 Media has acquired the media rights for Women’s Tennis Association (WTA) matches in Finland, Norway and Sweden.
The rights were previously held by the Nordic Entertainment Group under the terms of a deal signed in 2018, whilst state-run broadcaster TV2 Denmark provides Danish coverage of all WTA events.
“The WTA Tour will be a great complement to our already strong portfolio of premium sports content,” said Philip Lindqvist, TV4 Media’s Vice President of Pay TV and Head of the C More pay-television channel.
“These tennis tournaments are among the most high profile sports events in the world and hopefully we will see some Nordic stars succeed on an even higher level in the near future.”
The network’s coverage of WTA fixtures will begin on 1 February with the Gippsland Trophy and Tarra Valley Classic tournaments, held in Melbourne, Australia.
Coverage of all WTA 250, 500 and 1000 fixtures will be provided across all three territories by C More, as well as on TV4’s over-the-top (OTT) streaming platforms, whilst TV4 and MTV3 will operate in Sweden and Finland respectively.
WTA President, Micky Lawler, remarked: “We are thrilled to work with TV4 Media to broadcast the WTA Tour action in Sweden, Finland and Norway.
“The fans in this region are some of the most pronounced supporters of the WTA and we are fortunate that TV4 Media will be able to provide such great coverage for them.”
TV4 already boasts an extensive sporting portfolio throughout the Nordic countries, providing coverage of the FIFA World Cup, UEFA European Championship, UEFA Nations League, La Liga, Serie A, Finnish Liiga ice hockey, the Swedish Hockey League and the PGA Tour.