Public Outcry Over Viaplay's Exclusive Broadcast of Sweden vs Switzerland World Cup Qualifier

Maja Nilsson Lindelöf has publicly criticized Viaplay for airing Sweden's crucial World Cup qualifying match against Switzerland exclusively on their streaming platform, which she does not have access to. Scheduled for 20:45 on October 10, 2025, the match holds great importance as Sweden must win to remain competitive in Group B, where they currently sit near the bottom. Nilsson Lindelöf called the decision "idiotic" and expressed frustration over difficulties in using foreign payment methods and the inability to share accounts to view the match. Viaplay's press chief Susanne Nylén responded, clarifying that the match is accessible to many viewers via various television operators in Sweden and that the subscription costs 399 SEK for the medium package, countering claims that a 700 SEK account was necessary. Nylén emphasized that Viaplay successfully broadcast the European Championship in summer to wide audiences and maintains strong accessibility. This controversy has spotlighted challenges surrounding exclusive streaming rights, especially for key national sports events. Separately, Swedish striker Alexander Isak discussed his growing leadership role on the national team ahead of the match, underscoring the high stakes for the squad coached by Jon Dahl Tomasson. Switzerland, leading the group and boasting players like Granit Xhaka and Breel Embolo, remains a formidable opponent as Sweden seeks to boost their qualification hopes.