Norwegian football has seen a significant increase in the value of its domestic rights, with new five-year deals covering various leagues across both genders. Commercial broadcaster TV2 and media companies Amedia and Schibsted have secured these rights for the 2029-34 cycle.
The agreements encompass the men’s top-flight Eliteserien, women’s top-tier Toppserien, as well as several lower leagues including the men's first, second, and third divisions; women's first division; and national cup competitions for both genders. In total, these broadcasters will pay a combined fee of NOK820 million ($87.8 million) per year throughout the five-year contracts. This represents a record for domestic Norwegian football surpassing previous deals worth an average of NOK750 million per season.
Olav Sandnes, CEO and editor-in-chief of TV 2, said:
“TV 2 has great ambitions for Norwegian football. We believe Amedia will be able to give both the 1st division for women and the OBOS league a well-deserved boost, while TV 2 can further sharpen and strengthen its focus on the Toppserien and Eliteserien. Norwegian football is perhaps the most important community arena we have in Norway. It creates broad engagement, and in recent years, we have managed to build an ever-increasing interest. That is what motivates us, and we will be able to build interest in the future as well.”
“While interest on the men's side has been built up over more than a hundred years, women's football is at the beginning of its growth curve. It takes time to go from potential to lasting interest. We have the same will, expertise, and perseverance needed to lift women's football, both club and national team, in the years to come.”
Distribution of broadcasting rights
TV2 currently covers most top-tier football – men's and women's – in Norway. The public-service broadcaster NRK also holds Toppserien rights in the current cycle. However, TV2 and Amedia will be primary rights-holders in this new cycle while Schibsted secures Norwegian Football Federation (NFF) rights.
While TV2 will continue to broadcast the Eliteserien matches, a role it has held since 2023, there are several changes on the horizon. Amedia is set to take over broadcasting for the men's second-tier OBOS league and will also be featured on the Direktsport streaming platform. Additionally, Amedia will acquire broadcasting rights for U-23 women's national team games, matches from both women’s first division and men’s second and third divisions. In terms of pre-season matches that are centrally arranged, both Amedia and TV2 will share these responsibilities.
Looking ahead to 2029, Schibsted is poised to assume broadcasting duties for a variety of events including men’s & women’s national cups, age-specific international matches as well as games featuring the men's U21 national team. Despite these shifts in broadcasting rights distribution, TV2 will maintain its right to air one match per round from the OBOS league.
Current broadcasting rights
TV2 already has the rights to broadcast Norwegian men's national team's matches in World Cup and European Championship qualifying as well as UEFA Nations League until 2028. NRK and TV 2 share broadcasting privileges for the men's 2026 World Cup, the men's European Championship in 2028, and the women's World Cup in 2027. Additionally, TV2 also holds rights to elite UEFA Champions League club competition until 2027.
The NFF launched a comprehensive media rights tender process earlier this year. This marked a first-time collaboration between NFF and other Norwegian football organizations – Norsk Toppfotball, Toppfotball Kvinner, and Norsk Ligafotball – around this tender process led by Toppfotballutvalget (a body consisting of chairs from these organizations along with NFF president).
This new deal signifies an exciting time for Norwegian football fans who can look forward to more extensive coverage across multiple platforms while it also represents a significant financial boost for domestic football.
