Viaplay and TV2 to air Danish Superliga until 2029/30

Period: 24/25-29/30 | Client: Divisionsforeningen

Swedish-based Commercial Sports Media (CSM) is excited to once again be in the forefront of major shifts in the European sports media rights landscape. This time, the focus is on Denmark’s footballing pinnacle, the 3F Superliga.

In a decisive move to bolster its portfolio, Viaplay, along with the government-owned TV2, haves secured the domestic media rights to the Danish Superliga for a six-year span, starting from the 2024-25 season and extending through 2029-30.

This new media rights agreement sees Viaplay and TV2 equally sharing coverage of Denmark’s top-tier football league. In addition, Viaplay will maintain its coverage of the second-tier NordicBet Liga. Meanwhile, the public-service broadcaster DR has retained both TV highlights and radio rights for the two leagues.

Claus Thomsen, the director of Divisionsforeningen, commented on the development:

“We are delighted that Danish professional club football’s strongest partner of all time, Viaplay, continues, while TV2 returns after a long break and will once again broadcast the best of Danish club football. And with DR as a continuing partner, Danish football gets the most accessible coverage ever. The six-year agreement secures the foundation for the clubs’ continued work to improve the product.”

The securing of these rights also signifies the continual growth and prominence of the 3F Superliga. The league has seen consistent cycles of media rights expansion, and while there have been fluctuations in the market, the enthusiasm surrounding Danish football remains unwavering.

In addition, DMC Production and Superligaen A/S have formed Matchday Production, a new production company based in Copenhagen. Starting in 2024, Matchday Production’s centralized production center will produce more than 800 matches’ live coverage across Divisionsforeningen’s 3F Superliga, NordicBetLiga, 2nd Division, 3rd Division, as well as Oddset Pokalen.

Commercial Sports Media remains proud to be an integral part of these evolving sports media landscapes, facilitating the convergence of elite sport and top-tier media coverage.