The Swedish Basketball Federation and Bonnier News announced a new three-year broadcasting deal for the men's top-tier league SBL Herr, with games set to air on Expressen and its network of local newspapers through the 2028-29 season. The agreement extends a partnership that began in the 2023/24 season, according to the federation. The deal includes live streaming of matches on Expressen's digital channels and coverage in regional outlets such as Borås Tidning, ensuring that basketball fans across Sweden can follow the league closely.
The announcement coincides with the SM finals, where the Swedish Basketball Federation confirmed that Norrköping Dolphins hold a commanding 2-0 lead over Borås Basket in the best-of-five championship series. Oskar Pålsson, sports chief of Borås Tidning, described the announcement's coincidence with the finals as electrifying, noting that the town is experiencing basketball fever and the multi-year deal amplifies the excitement. He added that the timing is ideal, with the local community rallying behind Borås Basket, and the deal will help foster a sustainable basketball culture in the region.
Extra fun to get a new multi-year agreement in place at the same time as the basketball temperature in town is at its hottest, given the SM finals series that Borås Basket is currently in the middle of.
Mattias Wallström, rights manager at Bonnier News, said in a statement that the league and its clubs are committed to continuous development, which has led to significant progress together, and expressed pleasure with the collaboration and its growth potential. Mattias Wackenhag, league manager of SBL Herr, emphasized that the league is very satisfied with the collaboration and it is natural to continue the work, highlighting surging interest in Swedish basketball and the importance of a stable media partner.
Beyond club basketball, according to a report in Expressen, the network will also broadcast Sweden's men's national team World Cup qualifying matches against the Czech Republic and Slovenia in the summer of 2026, further solidifying Expressen's basketball portfolio, which already includes domestic league coverage. Financial terms and the precise start date of the upcoming cycle have not been disclosed, and it remains unclear whether the women's league SBL Dam will receive a similar extension or how local papers will complement the coverage. The league and Bonnier News declined to comment on contract specifics when reached.