Viaplay has renewed its rights to games from Denmark’s top football league for a further six seasons.
From the 2024/2025 season, 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 reigning champions FC Copenhagen will feature regularly on the Group’s platforms. All games will be broadcast with world-class studio programming, commentary and expert analysis.
The agreement will take Viaplay Group’s relationship with Danish football beyond the 30-year milestone, extending one of the longest-running football rights partnerships in Europe.
Jørgen Madsen Lindemann, Viaplay Group President and CEO: “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 as part of a broad and competitive entertainment offering.”
The deal also includes the rights to all games from Denmark’s second-tier 1. Division and covers Denmark, Sweden, Norway and Finland. Viaplay Group’s premium football portfolio in Denmark spans Premier League, UEFA Champions League, Bundesliga and more, and is available on both a direct-to-consumer basis through a Viaplay subscription and via distribution partnerships with all major Danish telecom and TV operators.
