The Strive service will open for business in Sweden, Norway and Denmark on 17 August and will initially offer live matches and highlights from Spain’s LaLiga and Italy’s Serie A. More football from other places are expected soon after but there is no indication of the English Premier League being shown in markets where the top teams, in particular Liverpool and Manchester United, enjoy huge fan bases who regularly travel to England to watch games. The direct-to-consumer service will be available from PCs and as well as via Apple iOS and Android apps on mobile devices.

Commenting on the launch, IMG Media senior vice-president Chris Catling, said: “This is a tremendous opportunity in a digitally mature and well-connected market with some outstanding content. We are excited about building the Strive brand and providing great football at a very competitive price in the Scandinavian market.”