Sportway and the Finnish Cheerleading Federation have signed a multi-year partnership to ensure the long-term visibility of cheerleading beyond the 2026 season. The collaboration aims to increase the sport’s exposure and provide athletes, their families, and fans with the opportunity to follow cheerleading events live online.
Joonas Saari, CEO of Sportway Finland, said:
I’m glad to see this three-party collaboration working so smoothly. Beyond productions and the streaming platform, we’ve successfully expanded our cooperation to include extra content like cheerleading podcasts for the community. Looking ahead to the upcoming seasons, we’re excited to continue developing the service!
Tiina Kuikka, Executive Director of the Finnish Cheerleading Federation, commented:
Over the past two years, our collaboration with Sportway and DMC has worked very well. Fincheer TV has become the home of our sport, and the development of the platform as well as the improvements in broadcast quality have been clearly visible to our athletes, families and fans. Even though cheerleading is best experienced live, following Fincheer TV broadcasts is an excellent way to deepen your knowledge of the sport and revisit performances time and time again.
This renewed multi-year agreement allows us to build on that strong foundation together and continue developing Finnish cheerleading broadcasts for the benefit of the entire cheerleading community.
The partnership also highlights the effective collaboration between Sportway and DMC. DMC Finland’s expertise in producing live broadcasts, combined with Sportway’s coordination and platform capabilities, ensures a seamless solution for the sport’s media needs.
Mikko Pylvänen, Managing Director of DMC Finland, said:
At DMC, we are very pleased to continue our smooth cooperation with Sportway in cheerleading. Together, we are committed to further developing our productions and increasing the visibility of this great sport. Our collaboration is built on a strong partnership, and we are confident that the renewed agreement will help all parties achieve the best possible results in the years to come.
The upcoming season on Fincheer TV kicks off with the three-day Nordic Championships on January 30 – February 1, broadcast in both English and Finnish. In total, the season will feature more than 20 live broadcasts.
