Amedia scores Norwegian women’s soccer league deal

Media company will broadcast NFF’s Toppserien for five years.

Amedia scores Norwegian women’s soccer league deal

Media company Amedia AS has announced a five-year deal to broadcast matches from the top tier of Norwegian women’s club soccer, the Toppserien.

The agreement with the Football Association of Norway (NFF) covers the 2018 to 2022 seasons and is reportedly worth NOK6.6 million (US$1.04 million). 

Subscribers to the Norwegian company’s 63 newspapers will also get direct access to Toppserien matches. 

Amedia recently agreed a deal for broadcast rights to the Norwegian men’s second-tier PostNord-Ligaen matches, as well as for selected matches in the third-tier Norsk Tipping league.

The news comes after it was announced in October by the NFF that male and female players would receive equal wages for representing the national soccer teams.

 “Amedia already has extensive experience with live broadcasting of football in the group's over 60 media houses,” said NFF secretary Pål Bjerketvedt. “I am sure that the agreement we have now reached will give Norwegian women's football a significant boost when it comes to reaching out to a larger audience.”

"Women's football is growing and an important part of Norwegian football,” added Are Stokstad, chief executive of Amedia. “I am very pleased that we can now help build attention around it. It is a responsibility we will take seriously. We are grateful for the trust NFF shows us by choosing us as a partner and responsible for directing the Toppserien to football enthusiasts across the country.”

Hege Jørgensen, chief executive of the Women's Football Association, said: "The agreement with Amedia ensures a broad coverage of the Toppserien in Norway. This is another important step in women's football. Amedia has shown through the talks that they are serious about this investment. It makes us sure that our product is in the best hands.

"Women's football has created a lot of commitment in recent months and it is amazingly inspiring that it results in media agreements like this. It shows that the media houses take sport seriously, which will generate increasing interest.”