Sportway Media Group and Danmarks Ishockey Union (DIU) announce a multi-year partnership for Danish top-tier league Metal Ligaen. The deal sees all media rights for Danish ice hockey go to Sportway Media Group and prolongs the existing deal for lower-tier leagues.
Sportway Media Group has acquired full media rights for Danish ice hockey league, Metal Ligaen, in a long-term agreement with Danmarks Ishockey Union (DIU). From next season, Metal Ligaen will add over 250 elite games yearly to Sportway Media Group’s services, including pre-season, play-offs, and finals series. The rights contain full ownership of media, betting, and data rights worldwide, and matches will be produced with help from production partner, DMC Production.
The deal adds to an already established partnership between Sportway Media Group and the Danish Ice Hockey Federation. Since 2021, Sportway has produced and streamed lower tier Danish hockey on a dedicated streaming platform, Danskishockey.tv, with outstanding success. The agreement will also prolong the rights of Danish lower-tier hockey media rights to match the duration of Metal Ligaen. This means that all Danish ice hockey will benefit from Sportway Media Group’s production and streaming services for many years to come.
CEO of Sportway Media Group, Daniel Franck, welcomes Metal Ligaen as an elite acquisition to Sportway Media Group’s long list of ice hockey partnerships across Europe.
“Granting long-term media rights for Metal Ligaen is a milestone. As a company, we took off with big ice hockey partnerships in Sweden and Finland, and we have a strong tradition and have developed finely honed skills in producing ice hockey. Adding such an elite league to our partnerships is a feather in our cap, and I am happy that we now own media rights for all Danish ice hockey across levels.”
For years, it has been a federation strategy to provide full exposure of Danish ice hockey at elite and amateur level, consequently, Sportway Media Group provides a great long-term match, says Thomas Bjuring, Chief Commercial Officer with Danmarks Ishockey Union: “In 2021, we took a giant step in announcing full coverage of every single game in Metal Ligaen. That has been a resounding success right across the board. We are thrilled to continue the full coverage of Metal Ligaen together with Sportway Media Group.”
CEO of Sportway Denmark, Anders Antonsen, is also glowing in his praise of the partnership Sportway Denmark has had with DIU.
“It has been superb. DIU acts very professionally, both on and off the ice. They were our first partnering federation in Denmark and one reason we opened the Danish office. We have a great understanding of each other’s needs and share many visions and opinions on today’s dynamic media market. So, we are obviously very excited that this partnership continues to grow.”
Antonsen continues…
“Metal Ligaen is one of the strongest elite sport products in Denmark with rights formerly being owned by big media outlets. That we can secure media rights for leagues of this size, whilst still being new in the Danish media market, proves that we have the talent and ambition necessary.”
The acquisition of Metal Ligaen marks the second deal in Europe, where Sportway Media Group owns the complete rights of top-tier and lower-tier leagues. Sportway has partnerships with six national ice hockey federations in Europe: Sweden, Finland, Norway, Denmark, Czech Republic, and Belgium with many more to come.
Sportway Media Group engages in media rights acquisitions and owns technology, software, and streaming services. SMG is operating in 5 countries, with close to 1000 cameras installed. This season SMG streams an estimated 150,000 games from ice-hockey, handball, floorball, basketball, and volleyball across all markets.
Danmarks Ishockey Union is the national ice hockey federation in Denmark and administers Danish ice hockey on highest level. DIU’s main services are to ensure quality, development and support of Danish players, clubs, leagues, and national teams.
Photo: Danmarks Ishockey Union
