A month ago, the collaboration between SVT and TV4 was presented, regarding the rights for free-to-air TV during the next four Olympic Games. First up are the Winter Olympics in Milan and Cortina in 2026, and now it is clear how the sports for 2026 will be distributed between the companies.
– It’s about the big Swedish medal favorites such as the national teams in cross-country skiing, alpine and curling, and not least ice hockey’s Three Crowns now that the NHL players are finally at the Olympics again. But it’s also about shining a light on minor sports and seeing new sports stars light up, says SVT’s sports manager Max Bursell.
Already when SVT acquired the free-to-air TV rights in January 2023, there was a desire for collaboration with another Swedish media company so that the costs would end up at a reasonable level. Everything from the Olympics will now be shown on SVT’s and TV4’s respective streaming services and linear TV channels.