Norway's Football Association (NFF) has begun a tender process for media rights to multiple top-tier soccer competitions in the country.
The tender covers competitions such as the men's top-tier Eliteserien competition, the women's premier Toppserien, and lower leagues across both genders.
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The new rights cycle will begin from 2029, the NFF confirmed when it unveiled the tender today.
That body is collaborating with a trio of other Norwegian soccer organizations – Norsk Toppfotball, Toppfotball Kvinner, and Norsk Ligafotball – around the tender, which is being led by the Toppfotballutvalget (a body consisting of the chairs of those organizations, and the NFF president). This is the first time these properties have collaborated in such a fashion.
The NFF has pointed to impressive results for both Norwegian national and club sides over the last year to 18 months, in explaining the timing for this tender process.
It is looking "for a long-term media partner with closesness to football."
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By GlobalDataLise Klaveness, president of the NFF, has 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.
"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."
Commercial broadcaster TV2 currently covers the majority of top-tier soccer – men's and women's – in Norway, in a tie-up running through to the end of the 2028 season and calendar year.
That deal was valued by GlobalData Sport – at the time – as worth the equivalent of just over $87 million.
In terms of recent NFF activity, earlier this month, the governing body unveiled Druid Sport, the boutique sports marketing agency, as its commercial agent in China and the Indian subcontinent.
Under the agreement, Druid Sport will sell regional sponsorships for the Norway national teams.
China and the Indian subcontinent are priority markets within NFF’s international commercial strategy, as it seeks to grow its audience and increase digital engagement.
