TV4 scores exclusive rights to ATP Tour from 2024

Telia’s Swedish broadcaster TV4 will exclusively air the men’s tennis matches from the ATP tour on TV4 sports channel and its recently launched streaming brand TV4 Play from 2024.

This sees TV4 replace the media giant Warner Bros Discovery (WBD) as the ATP Tour rights holders in Sweden, with WBD concluding its coverage of the tennis tour in the region by November.

The new agreement with TV4 covers the ATP 250, 500 and 1000 events including the ATP Finals.

The operator went live with its new combined streaming service TV4 Play in August, replacing its former C More brand. The platform features content ranging across journalism, entertainment and drama.

Along with the ATP Tour’s games, the streamer will include coverage of a line-up of leading sporting competitions such as UEFA Champions League football SHL, Hockeyallsvenskan, La Liga, Serie A and World Athletics Championships.

“This allows us to broadcast tennis of the highest class all year round and this will be the basis of our newly started channel TV4 Tennis. The ATP tour fits perfectly into our mix of Swedish leagues and world-class sport,” said Johan Cederqvist, sports director at TV4.

The ATP world rankings are topped by Novak Djokovic, but the operator notes rising Scandinavian tennis stars such as Danish player Holger Rune and Norwegian player Casper Ruud, have seen a growing attraction of the sport in Sweden