In his new role Segeborn will be responsible for the production of 7,000 hours of sports broadcasting across C More and TV4 annually.
Erik Westberg, head of sports at TV4 Group and C More said that the group was looking to build an organisation to manage and exploit its sports rights. The group has secured a portfolio of key rights including national hockey and baseball leagues. It also has exclusive rights, via a deal with UEFA, to Swedish national team matches from 2018 to the 2022 World Cup.
Segeborn, who will take up his new post in December, is currently director at Kanal 75 and a former production manager for Viasat Sport.
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