The SM-liiga, Finland's premier ice hockey league, is currently in negotiations over its media rights, which are currently held by MTV and worth over 20 million euros annually. The league is seeking a higher deal in the upcoming negotiations as the current contract has provided each team with approximately one million euros per season, which is their largest single external revenue source. The first round of negotiations has reportedly concluded without any agreement, indicating that there may be differing expectations between the league and potential media buyers regarding the value of the rights.

Iltalehti also highlighted that earlier this year, the SM-liiga conducted a market survey to gauge interest from media companies regarding the broadcasting rights. While interest has been identified, the varying views on pricing could complicate the negotiations. The outcome of these discussions will have significant implications not only for the league's revenue but also for the teams, many of which heavily rely on these funds for their operations.

As the discussions progress, the league's decision to push for a higher contract value aligns with broader trends in sports broadcasting, where media rights are increasingly valuable amidst rising competition and viewership. However, it remains uncertain if media companies can meet these expectations given the current market conditions. The next rounds of talks will be crucial in determining the future financial landscape of Finnish ice hockey as it navigates these challenges.