Norway’s Football Association (NFF) has launched a comprehensive media rights tender covering the country’s top-tier soccer competitions beginning in 2029.
The tender represents the first time Norway’s major soccer organizations have collaborated on a unified media rights process, signaling a strategic shift toward maximizing value from broadcasting rights.
What’s Included in the Tender
The rights package covers:
✓ Eliteserien (men’s top-tier competition)
✓ Toppserien (women’s premier competition)
✓ Lower-tier leagues (both genders)
✓ Multiple competition levels across Norwegian professional soccer
The new rights cycle begins in 2029, providing broadcasters and platforms three years to prepare for acquisition and production planning.
The Current Deal and Valuation
Commercial broadcaster TV2 currently holds the majority of Norwegian soccer broadcasting rights through the end of the 2028 season, under a deal valued at approximately $87 million at the time of agreement.
The upcoming tender will determine whether existing partners maintain rights, new broadcasters enter the market, or streaming platforms make significant competitive bids.
A Collaborative Approach
The tender represents unprecedented coordination among Norwegian soccer organizations:
✓ Norwegian Football Association (NFF)
✓ Norsk Toppfotball
✓ Toppfotball Kvinner
✓ Norsk Ligafotball
This is the first time these organizations have collaborated on a unified media rights process, led by the Toppfotballutvalget (consisting of organization chairs and the NFF president).
Strategic Timing
The NFF has highlighted recent sporting success as context for the tender timing:
National teams: Strong performances across men’s and women’s international competitions
Club sides: Improved results and competitiveness in recent years
NFF President Lise Klaveness stated: “The media market is demanding and rapidly changing. By entering the market at this time, we ensure the necessary time for market dialogue, anchoring and structured competition. This gives all of Norwegian football peace of mind and predictability in the years to come.”
She added: “Media rights are not just a transaction. They are a long-term and strategic partnership. They shape how football is experienced, how stories are told, and how audiences connect emotionally with the game.”
What the NFF Seeks
The association is looking for “a long-term media partner with closeness to football”—language suggesting preference for partners who understand and invest in the sport’s development beyond transactional broadcasting arrangements.
International Commercial Expansion
Separately, the NFF recently appointed Druid Sport, a boutique sports marketing agency, as its commercial agent in China and the Indian subcontinent.
Under this arrangement, Druid Sport will sell regional sponsorships for Norway’s national teams, reflecting the NFF’s strategy to:
✓ Grow audience reach in priority markets
✓ Increase digital engagement globally
✓ Diversify international commercial partnerships
China and India represent significant growth opportunities for European soccer properties seeking to expand beyond traditional European broadcasting markets.
Market Context
Norwegian soccer has historically operated with smaller broadcasting revenues compared to major European leagues (Premier League, La Liga, Serie A, Bundesliga). The tender process suggests ambitions to increase value and global visibility for domestic competitions.
The 2029 tender will be closely watched by international broadcasting platforms, streaming services, and regional broadcasters seeking undervalued European soccer properties with growth potential.