The heavyweight Viaplay European sports broadcaster has snapped up exclusive domestic rights to the next six seasons of action from Danish men’s soccer’s top-tier Pokalen cup competition.
The deal runs from 2024-25 through 2029-30 and gives Viaplay exclusivity for a tournament that during the current cycle – expiring at the end of 2023-24 – is covered both by Viaplay and free-to-air broadcaster DR.
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It also gives Viaplay a wider range of Danish domestic men’s soccer rights, with the company also covering the Danish Superliga until the end of 2029-30 (alongside TV2), through an August 2023 deal.
The Divisonsforeningen, the body that manages the commercial rights of the top-tier domestic soccer competitions in Denmark, issued a tender for domestic Pokalen rights in early November, with a deadline at the start of December.
Through Viaplay’s new deal for the Pokalen, a minimum of 25 games from the competition are expected to be covered per season, although it is anticipated the actual number will be significantly larger.
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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 soccer package … This makes us the absolute home of Danish soccer, and we look forward to developing the coverage further in collaboration with the Divisionsforeningen and the clubs in the coming years.”
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By GlobalDataClaus Thomsen, director of the Divisionsforeningen, added: “Viaplay has been Danish professional club soccer’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."
The final of the 2023-24 Danish Cup is set for May 9.
