Sportway Media Group and the Swedish Football Association (SvFF) have signed a new five-year agreement that secures the continued production and commercialisation of the media rights to Ettan, Sweden’s third-tier men’s league. The agreement builds on three years of close collaboration during which the league has undergone significant digital modernisation.
Over this period, Sportway has produced the majority of the league’s 484 matches using automated AI cameras, and all 32 arenas are now fully equipped with Sportway’s broadcasting solutions. During the 2025 season, matches have been distributed via Ettanplay, MinFotboll, selected local newspapers within the Bonnier group, as well as a number of broadcasts on TV4 Play.
William Personne, Managing Director of Sportway Sweden, highlights that the partnership is now entering a new phase:
“We’ve established a very solid workflow around Ettan and look forward to continuing our collaboration with Sweden’s leading talent leagues. Subscription sales have developed positively throughout 2025, and we’re also seeing growing demand for our local sports services across the board.”
Sportway is simultaneously developing the next generation of AI production. The current setup for Ettan is based on a four-lens AI camera system, but in Norway the company is now testing multi-camera solutions where several AI units work together in the same production – an innovation Sportway hopes to introduce in Sweden in the future.
The league also sees strong potential ahead. Johan Englund, Chairman of Ettanfotboll, notes the rapid pace of technical innovation:
“The development of AI-based production with fixed-installation cameras has moved very quickly, and with Sportway we have a partner that is truly at the forefront in this field.”
Magnus Malmros, Head of Media Rights at the Swedish Football Association, emphasises the importance of the increased visibility this agreement enables:
“We’re very pleased to have a new agreement with Sportway in place. The work with AI cameras is exciting, and we’re glad to see the growing visibility around Ettan. We now look forward to following both the ongoing AI-based production developments and the expanding distribution of Ettan football.”
