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Amazon or Discovery ‘could bid for Premier League Nordic rights’

Bidding process for 2022/23 season currently underway

Amazon Prime or Discovery could enter the bidding process for rights to broadcast Premier League matches in the Nordics.

Swedish consultancy Mediavision said it recently surveyed Swedish media industry experts and found that 50 per cent believe that Amazon is the most likely tech company to pick up broadcast sports rights for the Nordic market in the coming five years. Mediavision suggested the Premier League might be the first deal.

The Premier League has invited bids for Nordic broadcasting rights for the 2022/23 season and onwards by 29th January. Nordic Entertainment Group (NENT) is the current rights holder of the Premier League in Denmark, Finland and Sweden.

Mediavision also suggested Discovery could be a potential bidder as the company has invested heavily in sport rights in the Nordic region in the last couple of years.

The Premier League’s international rights income rose by 35 per cent in the 2019-22 cycle, generating a combined total revenue for the three seasons of over ¬£4.2 billion, Mediavision said.