Danish soccer’s top-tier Superliga has announced the appointment of sports and entertainment agency Spring Media as its new official international distributor in a multi-year tie-up.
The three-season deal, which begins immediately covering the 2024-25, 2025-26, and 2026-27 campaigns, will see Spring Media distribute outside of the Nordic region (Denmark, Sweden, Norway, Finland, and Iceland).
The aim of the deal is to expand interest in the competition beyond its traditional domestic markets and will be aided by the performance of its representatives in the 2024-25 UEFA European competitions, with champions Midtjylland in the Europa League and FC Copenhagen in the Europa Conference League.
Speaking on the deal Claus Thomsen, chief executive of league organizer Superligaen A/S, has stated: “The 3F Superliga is Denmark's most popular domestic sports competition, but we also see a competitive edge with our product on the international scene and look forward to bringing exciting action, atmosphere and new talent to football fans abroad.
“We are very excited to partner with Spring Media - an agency we believe has the perfect credibility and lineup to represent Superliga internationally.”
In recent years the Superliga has been a source of many young talents that have risen to stardom across Europe, and Spring Media commercial director Sabine Kesseler added: “The 3F Superliga is a very attractive competition with great commercial possibilities,” citing the fan culture and quality product as drivers.
Spring Media, meanwhile, is also the media agency for Denmark’s top-flight women’s soccer competition, the Danish Women's League.
Outside of soccer, last month the agency was appointed to manage the global media rights of the United World Wrestling (UWW) body for the 2025-32 cycle.
The Superliga has been title sponsored by Danish trade union 3F since the 2019-20 season and the firm renewed in 2023, meaning that the league will continue to be known as the 3F Superliga through the end of the 2025-26 campaign.
In terms of domestic media rights, meanwhile, it is being covered by TV2 and Viaplay until 2030.
After 12 rounds of the 2024-25 Superliga, FC Copenhagen sit top.
