Nordic Entertainment Group becomes joint owner of eSuperliga

Streaming company Nordic Entertainment Group has become a joint owner of Danish FIFA competition, eSuperliga.

It has also acquired the media rights to the tournament across the Nordic region, covering Denmark, Finland, Iceland, Norway, and Sweden.

RELATED: Danish football clubs to compete in eSuperliga

Financial details of the deal have not been disclosed. eSuperliga is ran by DreamHack Sports Games, a division of MTG-owned event organiser DreamHack that wholly focuses on sports titles such as FIFA. The company is also behind eDivisie, eAllsvenskan, and European eTour.

Kim Mikkelsen, Head of Sport at Nordic Entertainment Group, commented on the acquisition in a release: “We are the Nordic region’s leading streaming company and will soon reach 25 years of partnership with Danish football. Nobody delivers live sport like NENT Group. eSuperliga is a natural fit for our portfolio and we intend to develop the property further as co-owners over the coming years. Sports-related gaming is growing very fast and we are exploring additional opportunities to play in this exciting new field.”

RELATED: DreamHack restructures management, launches DreamHack Sports Games

Nordic Entertainment Group plans on showing around 200 hours of action from the eSuperliga in 2020, according to a release. Programming will include matches with live commentary, studio segments with analysis and interviews, and FIFA tutorials. Select matches will be available on the company’s TV3 MAX channel in Denmark.

Claus Thomsen, CEO of Danish Superliga, added: “We are thrilled that we can now present one of the most competitive FIFA tournaments, eSuperliga, together with NENT Group. There is guaranteed drama in eSuperliga, and NENT Group will bring eSuperliga to the fans with a quality unmatched anywhere in the world.”

Esports Insider says: Having Nordic Entertainment Group involved in the event should raise its profile quite significantly in the Nordic region, especially considering the programming being built around it. DreamHack Sports Games has gotten off to a solid start and having more support will theoretically allow for a better competition overall.

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