MTG extends Danish football rights

Modern Times Group (MTG) has extended its rights to show top-flight Danish football for the next six seasons.

The multiplatform Danish Superliga rights will run until the end of the 2020/21 season, with MTG taking live coverage rights to the first, third, fourth and sixth pick matches in all 33 rounds of the season – a total of 792 games over the course of the agreement.

Included in the deal are exclusive rights to the second tier football league NordicBet Liga and all the rounds from the national football association cup, DBU Pokalen.

MTG, which acquired the Danish rights from the Danish League association, also has the exclusive rights to the UEFA Champions League and airs its football coverage on its free-TV channels TV3, TV3+ and TV3 PULS and two pay-TV sports channels TV3 Sport1 and TV3 Sport2, as well as its online pay TV service Viaplay.

“The Danish football league is a premium sports right that is massively popular with viewers, so we are delighted to have secured the rights for an unprecedented six further seasons. This provides us with the long-term perspective and commitment to continue to develop this high quality entertainment experience together with the clubs and the association, and for our viewers and subscribers,” said Peter Nørrelund, head of MTG Sport.

MTG has aired top flight Danish football since 1998.