Sportway has entered into a two-year distribution partnership with Bonnier News, Gota Media and Erna Media, making all matches from Sweden’s top men’s and women’s handball leagues available across the media groups’ joint live sports platform. The agreement significantly expands the reach of Handbollsligan, combining Sportway’s production and rights platform with some of Sweden’s largest national and local media outlets.
Sportway acquired the media rights to Handbollsligan Herr and Handbollsligan Dam in August 2026, with the ambition of strengthening the visibility, accessibility and long-term development of Swedish elite handball.
As part of that strategy, Sportway has now reached an agreement with Bonnier News, Gota Media and Erna Media covering the 2026/27 and 2027/28 seasons. All matches from both the regular season and playoffs will be distributed through the media groups’ joint live sports platform and made available across their national and local news sites, including Expressen and several of Sweden’s leading regional newspapers.
The partnership gives Handbollsligan a powerful combination of national reach and strong local presence in some of Swedish handball’s most important markets.
– Our ambition from the outset has been to make Handbollsligan available to as many people as possible. Through this partnership, we are combining Sportway’s investment in the rights, production and development of the leagues with the enormous national and local reach of three of Sweden’s leading media groups. It gives us a fantastic platform to grow the audience for Swedish handball and make the leagues more accessible to both existing and new fans, says William Personne, Managing Director of Sportway Sweden.
The collaboration builds on the successful live sports partnership between Bonnier News, Gota Media and Erna Media, which already includes several major Swedish sports properties.
– The combination of local and national reach has proven very successful for our joint initiative, and Handbollsligan is a perfect addition to the portfolio given its exceptionally strong local following. We see significant interest in Handbollsligan among our subscribers, particularly in markets such as Ystad and Kristianstad, and look forward to developing the leagues together with Sportway and Handbollsligan over the coming years, says Mats Ehnbom, CEO of Gota Media.
– We are continuing to invest in live sports, and adding a strong property such as Handbollsligan fits very well with our strategy and strengthens our portfolio further, says Klas Granström, Editor-in-Chief and Publisher of Expressen.
For Svensk Elithandboll, the partnership represents an opportunity to significantly broaden the exposure of both leagues and reach audiences beyond the traditional handball fanbase.
– The combined reach of these media outlets creates significant opportunities to engage people beyond the most dedicated handball supporters and, in doing so, grow interest and engagement in Swedish handball and Handbollsligan, says Peter Gentzel, CEO of Svensk Elithandboll.
Handbollsligan Herr begins on 23 September, followed by the opening round of Handbollsligan Dam on 30 September.
About Sportway
Sportway is part of Sportway Media Group, a European sports media group specialising in sports production, media rights, streaming and digital distribution. Sportway works with leagues, federations and rights holders to produce, distribute and commercialise sports content, combining technology, media expertise and distribution partnerships to make sports available to broader audiences.
Media contacts
William Personne
Managing Director, Sportway Sweden
+46 73 503 74 72
william.personne@sportway.com
Mattias Wallström
Head of Sports Concepts and Rights, Bonnier News
+46 70 252 71 65
mattias.wallstrom@bonniernews.se
Peter Gentzel
CEO, Svensk Elithandboll
+46 73 346 54 68
peter.gentzel@elithandboll.se
