Telenor Broadcast has acquired the TV rights to the SAS-ligaen, Denmarks top flight football league, in an agreement that will run for three years from 2009. The rights were sold in three different packages, which could not be acquired by the same company.
The agreement with the Danish Divisjonsforeningen allows Telenor Broadcast access to broadcast two live matches in each week of the league. The matches will be screened on public broadcaster DR and the commercial channel DK4.
Telenor has previously used football in the Norwegian market to drive subscriptions for the Canal Digital pay-TV platform. In June 2005 TV2 and Telenor paid a reputed NKr1 billion (€127m) for the rights to screen Norwegian football in a four-year deal.