Eurosport expands ATP Tour footprint to the Nordics from 2020
By Simon Ward
Eurosport, the pan-European sports broadcaster, has added to its tennis offering on the continent by acquiring rights to the men’s ATP Tour in the Nordic region for the next four years.
Under the agreement with the ATP and ATP Media, Discovery-owned Eurosport will offer extensive live coverage of nine ATP Masters 1000 events, 13 ATP 500 events, up to 19 ATP 250 events and the end-of-season ATP Finals and Next Gen ATP Finals, in the territories of Sweden, Norway, Finland and Iceland until 2023.
Eurosport already shows all four grand slams in the region, and the new ATP Tour deal builds on those already concluded in France, for 2019 to 2023, and in Russia, for 2019 to 2021.
The agreement in the Nordics will enable tennis fans there to follow the season-long exploits of players including young Norwegian talent Casper Ruud (pictured), now ranked 63rd in the world, and superstars such as Novak Djokovic, Rafael Nadal and Roger Federer, as Eurosport looks to install itself as the 'home of tennis' in the region.
The live coverage will be complemented by the weekly magazine show ATP Tour Uncovered.
At present, Nordic Entertainment Group holds rights to the ATP Tour in Denmark, Norway and Sweden, but the deal for Norway and Sweden does not include ATP 500 or ATP 250 events. MTV3 is the current rights-holder in Finland, but there is no deal in Iceland in 2019.
Laurent Prud’homme, senior vice-president rights acquisitions and syndication at Eurosport, said: “This new agreement with the ATP and ATP Media deepens our association with one of our key sport verticals and serves to highlight how Discovery powers people’s passions. Fans watching Eurosport in the Nordics will now be able to enjoy more than 40 weeks’ worth of tennis exclusively every season, strengthening Eurosport’s position as the go-to destination for all passionate fans of the sport.
“As key partners of the ATP and ATP Media in six major European countries now, we look forward to maximising the scale of our partnership to super-serve tennis fans across these markets on all Eurosport platforms and devices.”
Mark Webster, chief executive of ATP Media, added: “Once again ATP Media is very pleased to be able to conclude a deal with Discovery and Eurosport to bring tennis to even more fans across the Nordic region. Eurosport are a valued partner of the ATP Tour and their passion and drive for tennis is key to increasing the exposure of our sport. With the emergence of great young talents such as Casper Ruud, this is an exciting territory in which to be a tennis fan.”
Image courtesy of Eurosport