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For the first time, the Elites series was sold directly to a market located outside of Europe. The next three seasons will now be available to users in China.
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Football Media Manager Rights – owned 50-50 by the Norwegian Football Federation and by the Norsk Toppfotball Club Association – has reached an agreement with the Chinese sports application Dongqiudi.
They will offer to broadcast all games of the Elites series starting in the 2019 season and by 2021, Knut Kristvang of Fotball Media announces to VG.
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See Eliteserien directly on Eurosport Player
"It's exciting for the Norwegian football product.The volume they reach is high according to our standards, and it's the first time we sell Norwegian football series to a country located outside of Europe, says Kristvang.
According to Dongqiudi itself, the application has four million daily active users, but not less than 40 million registered users. Now, they can see 720 Eliteseria games over the next three seasons.
As VG knows, the payment is just under two million crowns over three years. The sum is shared between the owners of Football Media, namely NFF and NTF.
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– Nice payment
– What we get, I can not say, but it does not matter if you compare with ours media agreement in Norway. But it's a good payment for Norwegian football, Kristvang describes.
– Why anyone in China would be interested in the Elites series?
"I think it's about how Chinese people consume sports, they can quickly become very interested in the players and clubs available in China, regardless of their country and size, and this app wants to offer as much life as possible. "Kristvang said – by refusing it because of the fierce Asian betting market crisis that Eliteseria has become a selling point.
The same thing says Guo Kaixuan, director of business development of the company that bought Eliteserien.
– Gambling is banned in China, writes Kaixuan to VG in an email.
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– a kind of test
He was an interlocutor when selling the rights and answered VG's question about the company's motivation to offer Norwegian football.
"Football is the most popular sport in China and has developed rapidly in recent years, naturally supporters are focused on the best leagues, such as the Premier League, La Liga and Serie A, but they are not the best. They are also interested in football in other countries, and some are also interested in special leagues for various reasons, the representative of Dongqiudi Tippeligaen.
"It's kind of a test for us, we do not really know what we can get for this investment." As the biggest football player in China, we want to satisfy our users, writes Guo Kaixuan.
At Norsk Toppfotball, it is hoped that greater accessibility in China will mean that Chinese currency league clubs may be more interested in Norway and the players in the Elites series. Plus, more money can be earned in new ways.
– This opens up new opportunities. Norsk Toppfotball's business leader Pål Breen explains both the Asian market and Norwegian exporting companies and more interested in overseas profiles than in Norway.
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