Norwegian media groups TV 2 and Amedia have announced plans to launch a مشتر shared streaming platform as part of a joint bid for domestic football rights covering the 2026–2034 cycle.
The partnership aims to combine TV 2’s national broadcasting scale with Amedia’s strong local footprint, including its network of regional newspapers and the Direktesport service. Together, the companies intend to strengthen the distribution and long-term value of Norwegian football across both national and local audiences.
In a joint statement, TV 2 CEO Olav T. Sandnes and Amedia CEO Anders Opdahl described the collaboration as a “unique partnership†within Norway’s media landscape, built on complementary strengths and prior cooperation.
Central to the proposal is TV 2 Play, which TV 2 says is already available in 2.1 million of Norway’s 2.7 million households. The platform has also led the market in daily viewing time over the past two years, positioning it as a key distribution channel for live football content.
Amedia подчеркed the cultural importance of football in Norway — from grassroots participation to elite competition — and argued that a unified media approach could help maintain its relevance amid increasing fragmentation in viewing habits and rights distribution.
While financial terms and rights scope have not yet been disclosed, the companies confirmed that further details will follow as negotiations with rights holders progress.
The move reflects a broader trend in sports media, where collaborations and direct-to-consumer streaming strategies are becoming central to how leagues and broadcasters seek to maximise reach and engagement in an evolving digital landscape.