European Leagues chair expects more countries to join in on rights pool expected to "considerably" increase media value

22 June 2021

Photo: Alamy

Nine top European leagues including the Danish, Swiss and Norwegian have pooled their international media rights.

The combined package could bring in up to €17 million for leagues who believe joining forces increases their appeal.

Chair of the European Leagues who has been organising the offering says they are targeting international viewers of national leagues.

Sports marketing expert believes the value will initially be low but that building a presence will lead to benefits down the line.

Emil Gjerding Nielson

Though it emerged just last week that nine European top leagues are pooling their international media rights with the expectation that a shared package will bring in more value, the chair of the organisation that has been leading discussions is not afraid of guessing how it will develop.

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