News & Insight
Two Circles, has advised HockeyAllsvenskan on a new four-year media rights deal with Swedish broadcaster TV4. The deal, covering seasons 2026/27 to 2029/30, represents the most valuable broadcast agreement in the league’s history and will significantly increase the league’s exposure and accessibility for fans across Sweden.
TV4 and HockeyAllsvenskan have partnered since 2015 and the new media rights agreement further strengthens TV4’s position as Sweden’s leading streaming service for sports alongside SHL and Allsvenskan. Up to 450 games per season will be available across TV4 Play and TV4’s linear channels.
Niclas Fröberg, Chairman at HockeyAllsvenskan: “We’re very pleased to continue our partnership with TV4. In the current market for sports rights, being able to secure the strongest deal in the league’s history speaks to the strength of Swedish ice hockey and the work our clubs have put in over the past years. It secures the financial foundation for our clubs while making the league more accessible for fans across Sweden.”
HockeyAllsvenskan is Sweden’s second-tier professional ice hockey league and the third most popular league in the country. Its 14 clubs, including classical teams such as MoDo, Björklöven, AIK and Södertälje, attracted over 1.3 million spectators last season. The league has experienced the fastest growth of any major Swedish sports league in recent years, with interest increasing by more than 60% to 820,000 fans, while both streaming and linear viewership more than doubled.
Two Circles has worked with HockeyAllsvenskan since 2020, advising the league on media rights, commercial partnerships and audience growth. Two Circles led the tender process and negotiated the new agreement as the league’s exclusive media rights advisor.
Manfred Aronsson, Director at Two Circles: ”We’ve spent five years working with HockeyAllsvenskan to understand and grow the audience, and that’s what ultimately drives the value. When you can show a broadcaster significant growth in both interest and paying viewers alongside a doubling of viewership, the commercial conversation changes completely.”
HockeyAllsvenskan’s 2025/26 playoffs are currently underway. The new deal starts this fall, as the puck drops for a new season.
For further information contact:
Eliza MacQuillan
Communications Manager
+44 7938912705
eliza.macquillan@twocircles.com
Manfred Aronsson
Director
+46708335574
manfred.aronsson@twocircles.com
GET IN Touch
