IMG, the global sports, fashion and media company, has signed an exclusive new three-year media rights deal with the Danish Superliga to market and distribute the Danish League and Danish Cup outside of Denmark through 2015.
The new agreement includes a financial guarantee for the Danish Superliga and will see IMG selling the rights for all 198 League games – 132 in High Definition - and, for the first time, the 33 Danish Cup games. In the previous three year deal, IMG sold three games each week from the 33 league match days.
Coverage of the Danish Superliga for TV, internet streaming, mobile phones, DVD and in-flight and in-ship is also part of the agreement. In addition, IMG will ensure coverage on FIFA Futbol Mundial, Trans World Sport and SNTV, the daily dedicated sports news service, owned jointly by IMG and AP.
Claus Thomsen, Chief Executive Officer Superligaen A/S, said, “We had a selection of offers to choose from, but since IMG was able to match all of them in terms of economy and exposure, the decision was quite easy. Moreover, we will continue to have IMG’s highly specialized distribution network at our disposal, which has already proven to be useful in terms of getting valuable exposure of the Danish Superliga internationally.”
Michael Mellor, Senior Vice President, IMG Media, said, “We are delighted to be extending and expanding our relationship with the Danish Superliga. The level of football we are acquiring in Denmark, both in terms of sporting and production quality will produce good value for IMG and our clients. We will work closely with them to achieve the maximum exposure for both the league and cup and utilize our worldwide international sales team in sixty offices in thirty countries around the world.”
Founded in 1991, the Danish Superliga, Superliga has experienced a great development in the past five years, with new stadiums and greater attendances, and the league rank has shifted from twenty-third to twelfth in the country ranking system of UEFA.