News, Football | Major agreement on Norwegian football: Shall show 50,000 wide matches

With automated sports cameras on over a thousand football pitches across the country, the company will cover matches in full HD video, with highlights, match analysis and coaching tools only the elite clubs have had access to so far.

– This is fantastic news for us as a local newspaper. During the season, a significant number of matches are played in lower divisions and age-specific classes. Many of these are of great interest. Now we will eventually be able to offer live photos from such matches together with football and other sports that we already disseminate, says editor in chief of Romerikes Blad, Lars Lier.

Football president Lise Klaveness believes the investment contributes to both increased involvement and new income, and is very positive about the project.

– It is the great breadth of Norwegian football that is the very basis for NFF’s activities. This is where the talents grow, and this is where the unity and commitment is created. By offering streaming of width matches all over the country, we create even greater enthusiasm for width football. In addition, players and coaches at all levels get access to new analysis tools that are important for player development and football professional competence, says Klaveness.

New technology

The CEO of MyGame, and one of the founders behind the company, Harald Strømme, says the goal is to make it both more fun and safer to play football.

– Players, family and fans get for the first time the opportunity to see the matches and the athletes who mean the most to them.

New technology makes it possible to cover matches that have never been shown before, Strømme points out.

– Privacy in the forefront

– At the same time, privacy considerations are given priority, and we have developed solutions in collaboration with the Norwegian Sports Confederation that are unmatched anywhere else in the world. Streaming of sports has so far taken place without control and completely arbitrarily via social media. Now this is put into a comprehensive and regulated system, says the former Discovery and TVNorge manager.

Lise Klaveness is happy that the collaboration between TV 2, Amedia and MyGame puts the privacy and consideration for the players in focus.

– When we use new and future-oriented technology, the collaboration with the Norwegian Sports Confederation is reassuring and important, says Klaveness.

Collects everything

The new agreement means that TV 2, Amedia and MyGame will convey everything from the Elite Series to tens of thousands of wide matches in a safe and audience-friendly way. TV 2 has made the rights agreement with football, and will cover the Elite Series itself, while Amedia sublicenses the rights to the Obos league, the Norsk Tipping league, the PostNord league and the 4th division. MyGame sub-licenses the rest of the breadth and youth football.

– We have faith in local, Norwegian sports. Not only top, but also width, and therefore we gather all Norwegian football in one common home field. We achieve this in collaboration with Amedia and Mygame, says TV 2 manager Olav T. Sandnes.

– Part of the social mission

TV 2 entered the ownership side of MyGame early on, and has now been followed by Amedia.

CEO Anders Møller Opdahl says the partnership with TV 2, and the investment in MyGame, will make the audience and Norwegian grassroots sports the biggest winners.

– Through editorial and technological presence, we can now create unique content that raises the coverage of Norwegian football several divisions. Covering Norwegian grassroots football is part of Amedia’s social mission, which reaches more than two million every day throughout Norway. Together with our partners, we will produce and cover many thousands of matches that will be produced and broadcast from divisional football in the coming years, and that is good news for both recruitment and support for Norwegian sports, says Opdahl.

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