Viaplay, a leading European sports broadcaster, has successfully secured exclusive domestic rights for the next six seasons of the top-tier Danish men's football competition, Pokalen. This move further strengthens Viaplay's hold on Danish football.
The exclusive agreement will run for six seasons starting from 2024-25. Under this deal, Viaplay is set to broadcast at least 25 Pokalen games per campaign. However, it is anticipated that the actual number of games covered will be significantly larger.
Previously, coverage of the tournament was shared between Viaplay and free-to-air broadcaster DR. The current cycle is set to expire at the end of 2023-24 season.
Viaplay's growing portfolio creates monopoly in Danish market
This new deal not only gives Viaplay exclusivity over Pokalen but also broadens its range in covering Danish domestic men’s football rights. The company already holds broadcasting rights for the Danish Superliga matches until the end of 2029-30 season (alongside TV2), through an August 2023 deal.
The Divisonsforeningen - which manages commercial rights for top-tier domestic football competitions in Denmark - issued a tender for domestic Pokalen rights in early November with a deadline at the start of December.
Lars Bo Jeppesen, chief executive of Viaplay Group’s Denmark operations, said:
“With the exclusive rights to the Pokalen, we now have a complete Danish football package … This makes us the absolute home of Danish football, and we look forward to developing the coverage further in collaboration with the Divisionsforeningen and the clubs in the coming years.”
Claus Thomsen, director of the Divisionsforeningen, said:
“Viaplay has been Danish professional club football’s strongest partner throughout the ages – and also has a large share in the enormous development that the cup has [gone through] in recent years."
New era awaits for fans of Danish football
With this new agreement, Denmark fans can expect comprehensive coverage from one platform – making it easier than ever before to follow their favorite teams and players throughout each season.
The final match under current broadcasting arrangements will be held on May 9th marking an end to an era and paving way for a new chapter in sports broadcasting history in Denmark with Viaplay taking center stage.
This development signifies a major shift towards consolidating sports media content under one provider – offering fans more streamlined access while also providing Viaplay with a competitive edge in the sports broadcasting market.
