The agreement gives Schibsted the rights to broadcast the entire Norwegian Cup for both women and men, as well as matches involving youth national teams, in the next rights period.
“This is an important step forward in the development of Schibsted as a player in live video and rights. The agreement is clear proof that we are serious about our stated investment in video, audio, sports, and entertainment. We are proud to partner with Norwegian football and look forward to developing this offering further together with the Norwegian Football Federation and the other rights holders,” says Schibsted CEO Siv Juvik Tveitnes.
“Norwegian football is one of the most important shared arenas we have in Norway. The Cup holds a very special place, with local cup celebrations and the battle for ”Kongepokalen” at Ullevaal. We see great potential to develop it further and make it more visible and relevant for new generations. We want to bring the Cup to a broader audience,” Tveitnes adds.
Part of a broader agreement
Schibsted has secured parts of the rights package, which is part of a broader agreement between the Norwegian Football Federation and several media companies, running from 2029 to 2034.
With VG as the national engine, combined with strong regional media outlets, Schibsted has a unique position to reach a wide audience while also strengthening local engagement around the matches.
“VG has a unique position with strong reach, connecting with large parts of the population every day. We also have a strong appeal among younger audiences. Together with Schibsted’s regional newspapers, we offer a powerful combination of national scale, local presence, and innovation. This puts us in a strong position to create engagement around Norwegian football and capture the drama when cup upsets happen,” says VG’s publisher Gard Steiro.
For nearly 10 years, VG has broadcast live sports on VGTV, and in 2026 it will offer more than 2,000 live events to its subscribers. This offering will be further strengthened in the lead-up to 2029.
