Two Circles Locks in TV 2 as Danish Kvindeliga Partner

• Two Circles has brokered a landmark six-season domestic media rights agreement between the Danish Kvindeliga and Denmark’s leading commercial broadcaster, TV 2.
• As part of the new agreement, Two Circles will continue to provide in-house production services for the majority of matches on behalf of TV 2, offering a highly competitive solution in the Danish market. TV 2 will complement this with in-house resources for dedicated “Match of the Round” coverage on its linear sports channels.
• Two Circles continues to play an active role in growing women’s football across Europe, drawing on its extensive data-driven understanding of fans through partnerships in Sweden, Germany and with UEFA Women’s Football.

TV 2 has signed a long-term broadcast agreement for Denmark’s top-tier women’s football league, the Kvindeliga. The deal, brokered by international sports and entertainment marketing business, Two Circles, will come into effect from the 2025/26 season and run through to the summer of 2031. As part of the agreement, at least one match per week will be aired on TV 2’s linear sports channels, with all remaining matches in each round available on the broadcaster’s streaming platform, TV 2 Play.

Frederik Lauesen, Sports Director, TV 2 Denmark: “We are ready to be an active player in growing women’s football in Denmark. We see great potential in the Kvindeliga – not least with Denmark’s biggest clubs now entering the scene. We believe that together we can significantly grow interest over the coming years. We’re also aware this won’t happen overnight, which is why a long-term agreement has been a key priority for TV 2.”

The agreement builds on the momentum of a successful debut season in which Two Circles, in partnership with the Kvindedivisionsforeningen, took a holistic approach to developing the league’s commercial potential – enhancing products and technical infrastructure, driving fan engagement, and ensuring the Kvindeliga retained control of its narrative. As part of this strategy, the agency implemented a direct-to-consumer model, leveraging its proprietary platform Staylive to stream every match to fans via Kvindeliga Live

Kris Gotsch, Managing Director EMEA, Two Circles: “We are excited to build on the great success of our first season with the Kvindedivisionsforeningen. This broadcast partnership proves that a holistic approach to technical infrastructure, taking control of your product as a rights holder, and deepening the understanding of your fans can drive market interest. We look forward to working with TV 2 and Kvindedivisionsforeningen to further accelerate the growth of Danish women’s football across media, commercial, and sponsorship channels.”

The Kvindeliga continues to grow in stature, with FC Nordsjælland currently holding the title and Brøndby IF making history in November 2024 by becoming the first Danish women’s team to offer full-time professional contracts. Other strong contenders include Fortuna Hjørring, HB Køge and AGF. Several other men’s Superliga clubs are also investing in the women’s game. FC Midtjylland currently vying for promotion to the Kvindeliga, while FC Copenhagen is pushing for a place in the first division.

Marie Greve, director, Kvindedivisionsforeningen:“Women’s elite football is accelerating rapidly, and Danish clubs are working hard to drive that development. With this strong six-year agreement, TV 2 has demonstrated they are committed to this journey, and we’re excited to get started with their talented and experienced team.”

The Kvindeliga commercial growth model has already been successfully applied by Two Circles in its long-term partnership with the Swedish equivalent, OBOS Damallsvenskan. Two Circles is also working closely with the German Football Association (DFB) to support the growth of the women’s game and currently represents the commercial rights for the upcoming UEFA Women’s Champions League cycle–supporting UEFA across both media right, sponsorship sales and end-to-end partnership management.

For further information contact:

Kris Gotsch

Managing Director, EMEA, Two Circles

kristian.gotsch@twocircles.com

Victoria Tomlinson

Marketing & Communications Director, Two Circles

victoria.tomlinson@twocircles.com