2023 Women’s World Cup to be aired by Viaplay as Nent picks up Nordic rights

All 64 games to air via streaming service in Sweden, Norway and Denmark.

by Steven Impey

2023 Women’s World Cup to be aired by Viaplay as Nent picks up Nordic rights
  • Nent’s free-to-air channels will also show select matches
  • Nent president calls for change with 80% of sports output covering male properties

Scandinavia’s Nordic Entertainment (Nent) Group has acquired exclusive broadcast rights in Sweden, Norway and Denmark to all 64 matches from the 2023 Fifa Women’s World Cup.

Nent’s Viaplay streaming service will show every fixture for the first time, with select matches being aired via the broadcaster’s free-to-air (FTA) networks in each territory.

The summer tournament is scheduled to take place in Australia and New Zealand with an expanded 32-team field – eight more nations than at the 2019 edition.

Broadcast rights for the 2019 Women’s World Cup were held by Telia’s TV4 network in Sweden, Egmont Group’s TV2 network in Norway, and the state-owned TV2 broadcaster in Denmark.

The new arrangement is a significant acquisition for Nent, with all three national teams covered in the deal ranked highly in women’s soccer and popular with home fans. Sweden’s 2019 World Cup semi-final defeat, for example, was seen by a total 2.3 million viewers.

The deal also grows Nent’s Nordic women’s soccer portfolio, where it already holds the exclusive broadcast rights for the English top-flight Women’s Super League (WSL), as well as Germany’s Frauen-Bundesliga and France’s Division 1 Féminine.

“We have one of the world’s most significant sports rights portfolios but 80 per cent of our broadcasts cover male sport – this needs to change,” said Anders Jensen, the group’s president.

“Every year, we show over 100 live matches from the biggest women’s football leagues on Viaplay and adding the Fifa Women’s World Cup shows out long-term commitment to developing the game.”