Disney+ has made its first foray into the European sports market with the acquisition of rights to the UEFA Europa League and Conference League competitions in Sweden and Denmark.It’s the first time that an international streaming giant has acquired a major sports rights package in the Nordic TV market, though Amazon has recently sublicensed 10% of all Premier League games each season in Sweden and Denmark in an agreement with Viaplay.“This is fantastic news for our Swedish and Danish Disney+ subscribers, who will now be able to follow the UEFA Europa League and UEFA Conference League at no extra cost,” says Hans van Rijn, SVP and Country Manager of Disney in the Nordics, adding that the Disney Group carries “a proud sports tradition” through its US sports channel ESPN.“Of the international tournaments, these are the ones with the most Swedish teams and Swedish players, and being able to offer them on Disney+ creates a whole new level of variety in our offering. We intend to super-serve football enthusiasts and fans, while making the matches available to a wider audience and building a new generation of fans and supporters,” says van Rijn.There’s no announcement as to who will hold the equivalent rights in Norway.
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