The present article analyses how various forms of business integrations, combined with technology innovation, have affected the sports broadcasting market in Norway. Interviews with representatives of Norwegian TV broadcasters and transmission companies documented that extremely fierce competition can motivate former rivals to collaborate. Even the new entrants tend to operate together with others instead of operating autonomously. Such collusion can transfer market power from the sellers to the buyers of sports rights. The interviews showed how product innovations can improve the profitability of sports broadcasting. They confirmed that integration can generate