Viaplay extends domestic rights partnership with top-flight Danish football

Viaplay Group has renewed its rights to Danish 3F Superliga football for a further six seasons. The Nordic media group called the 3F Superliga “the leading Nordic football league – and Denmark’s most popular domestic sports competition.”

Jørgen Madsen Lindemann, Viaplay group president and CEO (copyright Hans Berggren, Viaplay)

The new deal covers the period 2024/25 to 2029/30, and will take Viaplay Group’s relationship with Danish football beyond the 30-year milestone. Under the terms of the deal, Viaplay will show three live 3F Superliga matches every week, with alternating weekly picks meaning that top Danish teams such as Brøndby, AGF and current champions FC Copenhagen will feature regularly on Viaplay’s platforms.

Jørgen Madsen Lindemann, Viaplay group president and CEO, said: “We have been home to Danish football since 1998 and are proud to secure this key property until the next decade. The 3F Superliga is an attractive competition with passionate fans and proven commercial possibilities. Our extended partnership shows Viaplay Group’s commitment to delivering the very best live sports to our viewers.”

Claus Thomsen, CEO Superligaen A/S, added: “We are delighted that Viaplay will continue as a 3F Superliga broadcast partner for another six years. Viaplay’s technical innovation and commercial focus makes them a valued partner and a very important contributor to the development of Danish football, and we are confident that together we can add even more value to the product.”

The deal also includes the rights to all games from Denmark’s second-tier 1. Division and covers Sweden, Norway and Finland, as well as home market Denmark. Viaplay’s elite club football portfolio in Denmark also includes Premier League, UEFA Champions League, and Bundesliga.