Aftonbladet Sportbladet

What is Aftonbladet Sportbladet?

Aftonbladet Sportbladet is the sport brand of Aftonbladet, a Swedish evening newspaper. Sifo's reach report for ORVESTO Konsument 2026:1 lists it under that name in its Kvällspress table, beside its parent title, with one figure for the printed paper and one for the site.^[1]

Its owner describes it in a press release. On 18 December 2025 Schibsted's newsroom announced a joint sport offer from Aftonbladet and TV4, stating: “Aftonbladet Plus är en av Sveriges största digitala prenumerationstjänster med omfattande sportjournalistik genom Sportbladet, Sveriges största sportsajt med drygt 2,5 miljoner besökare per vecka.”^[4] That description, and the visitor figure in it, are the publisher's own; the release names no measuring body for them. The same release names Magnus Herbertsson as “Aftonbladets sportchef”.^[4]

Ownership of the parent title is on record from the state media authority. Mediemyndigheten's 2024 report on ownership and industry structure in the Swedish media market states: “Den norska koncernen Schibsted äger bland annat Aftonbladet och Svenska Dagbladet.”^[3] The same report records a plan for Schibsted's News Media business area and other media assets to become a separate company, provisionally named Schibsted Media, to be privately owned by the Norwegian foundation Tinius.^[3] That is the authority's account of a plan in 2024, and the documents retrieved do not record how it was completed as it affects Aftonbladet.

What does Aftonbladet Sportbladet cover?

Aftonbladet's own site could not be retrieved, so the coverage set out below is taken from its owner's statements.

Schibsted's release of 18 December 2025 describes what the joint offer contained at launch: “För 299 kronor i månaden får läsare och tittare tillgång till både Sportbladets journalistik och TV4:s breda sportutbud med rättigheter som Serie A, La Liga, Superettan, Vinter-OS och fotbolls-VM – samt veckans match från SHL, Allsvenskan och Hockeyallsvenskan.”^[4] The broadcasting rights in that sentence are TV4's; the release attributes the journalism to Sportbladet.^[4]

The same release states: “Sportbundlingen är den första gemensamma produktlanseringen mellan Aftonbladet och TV4 och markerar starten på en långsiktig satsning.”^[4] TV4's ownership had changed that year: on 3 June 2025 Konkurrensverket cleared Schibsted Media AS's acquisition of sole control of TV4 Media Holding AB.^[8] The release was issued in Schibsted's newsroom.^[4]

The domestic competitions named in the offer are ones whose own organisers publish their relationship with TV4: Allsvenskan's site lists “TV4 MEDIAPARTNER” among its partners.^[9]

How large is Aftonbladet Sportbladet's audience?

Swedish newspaper reach is measured by Sifo's ORVESTO surveys. The reach report for ORVESTO Konsument 2026:1 takes print reach from ORVESTO Konsument and digital reach from ORVESTO Internet, both for January to April 2026, in thousands.^[1] For Aftonbladet Sportbladet it gives 156 for the printed paper, 1 569 for the site and a total net reach of 1 616. For Aftonbladet as a whole the same table gives 334, 3 604 and 3 659.^[1] The report defines digital reach for dagspress as an average day.^[1]

The first report of the previous year, ORVESTO Konsument 2025:1, for January to April 2025, gave Aftonbladet Sportbladet 200 for print, 1 440 digital and a total net reach of 1 518, in thousands.^[2] The two are separate readings of separate periods.

Online video is measured separately, by MMS. Mediemyndigheten's Medieekonomi 2024 records: “Aftonbladet lämnade mätningarna i slutet av 2022.”^[6]

An earlier figure is the publisher's own. An Aftonbladet press release of 2 September 2021 stated, citing Sifo's Orvesto Internet for June and July 2021: “1,1 miljoner läser Sportbladet varje dag i mobilen.”^[5] That is a claim by the publisher about a period five years before the build date, and is given only as such.

Since when has Aftonbladet Sportbladet existed?

No founding date for Sportbladet could be retrieved. Aftonbladet's own site could not be retrieved, and none of the documents retrieved gives one. What can be dated is its recent record.

Aftonbladet's press release of 2 September 2021 already reported a daily mobile readership for Sportbladet.^[5] Sifo's reach survey listed Aftonbladet Sportbladet as a brand of its own in its reports for January to April 2025 and January to April 2026.^[2][1] Schibsted's release of 18 December 2025 names Magnus Herbertsson as Aftonbladet's sport chief and describes Sportbladet's journalism as part of Aftonbladet Plus.^[4]

Ownership of the parent is dated to the state media authority's 2024 report, which names Schibsted as Aftonbladet's owner.^[3]

Why does Aftonbladet Sportbladet matter in Sweden's sport?

It matters first because it is measured at national scale as a sport brand in its own right: Sifo's 2026:1 report gives it a total net reach of 1 616 thousand for January to April 2026, in a row separate from its parent newspaper.^[1] The same Kvällspress table lists Expressen Sport at 1 103 thousand.^[1]

It matters second because of the broadcaster it has been packaged with. Its owner's December 2025 release combined Sportbladet's journalism with TV4's sport rights, including the week's match from the SHL and Allsvenskan.^[4]

It matters third because of ownership concentration, as a monitoring body describes it. Reporters Without Borders names Aftonbladet in its 2026 entry for Sweden among outlets “owned by a handful of large press groups”.^[7]