The current landscape for selling TV rights in Sweden has become increasingly difficult for smaller sports leagues, as indicated by industry experts. Jessica Linnman, a commercial manager for Swedish Elite Football, noted that the previously booming rights market has cooled down significantly, leading to a stabilization in prices. A significant problem highlighted is that major Swedish broadcasters like Viaplay, TV4, Discovery, and SVT currently possess limited budgets for sports rights, which puts smaller leagues at a disadvantage.

Several sports such as volleyball, basketball, speedway, and handball are finding it especially hard to secure broadcasting contracts. Linnman pointed out that many high-level leagues are now without broadcasting agreements, which can have long-term adverse effects. The financial struggles of these leagues do not only impact their budgets but also threaten to diminish public interest. Linnman emphasized that the absence of televised matches reduces visibility and exposure, making it harder for young people to get interested in these sports, which could hinder growth and participation in the future.

Further complicating the situation, sports federations are increasingly taking matters into their own hands by pursuing direct broadcasting options. This shift could lead to a future where more sports organizations rely on internal resources for live-streaming events, potentially changing the landscape for how sports are consumed in Sweden. However, without support from major broadcasters, many of these leagues may continue to struggle for attention and financial viability in a saturated media environment.