The largest shareholders of Finland's Sports Channel Ltd (Suomen Urheilutelevisio Oy) MTV Oy and SWelcom Oy have sold 45.2% of the shares to SportUp Finland Oy. After the transaction, SportUp Finland Oy is the single largest shareholder of the company. MTV sold 30.1% and SWelcom 15.1% of the shares and they now hold 19.9% of Urheilutelevisio each.

In August 2001, Suomen Urheilutelevisio launched a digital channel, Urheilukanava, dedicated to sports. Today the channel can be viewed with digital equipment and also through cable-TV network in nearly one million households.

SWelcom is SanomaWSOY’s electronic media division.