MTG has secured exclusive Nordic media rights for the European Tour package for the next six years, ensuring that golf fans in Denmark, Finland, Norway and Sweden can continue to follow the sport.
The European Tour package includes the eight Rolex Series events, the World Golf Championships and the Ryder Cup. Under the deal, golf fans in the Nordics can continue to follow the world’s leading players live on MTG’s Nordic video streaming service Viaplay and pay-TV channel Viasat Golf until 2024.
The only dedicated golf pay-TV channel in Northern Europe, Viasat Golf offers more than 1,700 hours of international golf every year featuring stars such as Rory McIlroy, Henrik Stenson, Tiger Woods and Jordan Spieth. The Ryder Cup will take place from September 28 to 30 in France, with the U.S. as defending champions.
Peter Nørrelund, MTG’s executive VP and CEO of MTG Sport, said, “This is a hole in one for golf fans—three fantastic tournaments that reinforce the position of Viaplay and Viasat Golf as the premier destinations for golf in the Nordic region. It’s even more exciting to extend this long-term deal in a Ryder Cup year, and to bring our viewers every breathtaking drive and nail-biting putt live from this incredible match.”
Keith Pelley, the chief executive of the European Tour, commented, “We are delighted to announce this exciting new deal with MTG, which will bring the best the European Tour has to offer to viewers in Denmark, Finland, Norway and Sweden through to 2024.
“Golf in the Nordic region is booming with Sweden’s Henrik Stenson having won The Open Championship in 2016, Denmark’s Thorbjørn Olesen and Lucas Bjerregaard having won our inaugural GolfSixes tournament for Denmark last summer and Finland’s Tapio Pulkkanen having topped the Challenge Tour Rankings at the end of last season. Add to the fact, of course, that Europe will be led into the Ryder Cup in France by the Great Dane himself, Thomas Bjørn, and you have a spectacular golfing landscape for viewers across the Nordic region to enjoy over the coming months and years.”