Sofa-based members of the famous “Red Wall” of Wales supporters can anticipate a new experience with the news that Nordic-based streaming service Viaplay has earned exclusive rights to show Wales matches from 2024 in major changes to the way in which international football shows up on TV.

As part of a four-year partnership with UEFA, Viaplay will broadcast European qualifiers for Euro 2028 and World Cup 2026 from 2024, along with UEFA Nations League and friendly matches.

Wales matches will no longer be shown on Sky Sports or even S4C.

Precise details of the arrangements remain concealed and it may be that some games will include Welsh language coverage. Some fixtures could be free-to-air but it remains uncertain how much fans will have to shell out to follow the fortunes of the next generation of international stars.

Some fans may notice little difference perhaps, as the Cardiff City Stadium remains packed out for key games. Inevitably there will be some impact on the viewing habits of fans based in West, Mid and North Wales though, who are not always able to visit the capital for home games, some of which already take place at unusual kick-off times to appease the TV schedules.

The increasing number of fixtures also puts pressure on the purse strings of course, with fans having to “pick their games” to suit their finances.

At a time when many people are facing financial hardship which is only going to get worse for the foreseeable future, fans on low income will find the news hard to take.

The games they miss may now be screened under the new centralised National Association media rights sales process, which will also include Scotland and Northern Ireland games.

England games are not included in the deal. The rest of the UK can “enjoy” England games on free-to-air while their country’s games disappear to the Nordic hosts.

Other sports also face an uncertain future. Test Cricket is hard to view without a subscription package and international rugby also seems to chase the Yankee dollar at every opportunity.

Inevitably, the new arrangement raises more questions than it answers: What will be the likely kick-off times? How much of the pay-out will find its way to the FAW coffers? Will you be able to watch the games at the local pub? What about the women’s game?

The Football Association of Wales have rightly preserved their position to keep qualifiers at the Cardiff City Stadium, even though this means a lower gate than holding some games at the Principality Stadium. Inevitably this means that it is harder to obtain tickets but the benefits to the team are worth it.

If games are no longer free to air though, the position could alter. At a time when the cost of living is rising around us putting a fairly niche sporting event behind a pay wall has inspired criticism. Will this see games such as the forthcoming Play Off final switched to the rugby stadium in future if that remains the only way fans can view the games? The powers that could be in danger of killing the goose which lays the golden egg.

Fans across Wales will watch these uncertain developments with some trepidation over the coming months as the experience of football watching in the modern era takes yet another twist.

Follow us on Twitter @ProstInt

[columns] [column size=”1/2″][blog type=”timeline” posts=”10″ cats=”317″ heading=”Wales” heading_type=””timeline”” /][/column] [column size=”1/2″][blog type=”timeline” posts=”10″ cats=”15″ heading=”Internationals” heading_type=”timeline” /][/column] [/columns]