Business development and increased revenue

Why is this important to achieving our goals?

To realise football's vision for all, securing and expanding football's financial capacity is crucial. The TV rights agreement, which represents the largest revenue source for Norwegian football, is significant. At the same time, our commercial partnerships at both grassroots and elite levels play a vital role in financing and further developing our activities.

The media landscape is constantly evolving. As fewer people watch traditional linear TV, offering attractive live content across multiple platforms for commercial audiences is increasingly important.

Norwegian football is in a strong position, with internationally recognised stars and greater interest and engagement than ever before. This gives us a unique opportunity to develop new concepts and create additional value for both grassroots and elite football in collaboration with existing and new commercial partners.

Therefore, a comprehensive and ambitious approach to commercialisation is necessary, with clear initiatives and alliances to secure value growth and increased revenue. This means strengthening our position as a leading rights holder in Norwegian football through targeted and strategic work on TV deals and commercial partnerships.

We must develop new concepts and products that enhance the value of existing rights and generate new revenue streams. Despite our relatively small population, we are experiencing a unique era with world-class stars in men's and women's football. If the men's national team qualifies for a major tournament, new revenue streams and international commercial opportunities will be unlocked.

At the same time, building strong alliances with partners, rights holders, and other stakeholders is essential to capitalise on shifting media habits and technological advancements. We must identify and leverage trends within digitalisation, artificial intelligence, targeted marketing (CRM), and fan merchandise sales to engage new audiences and optimise existing processes.

By 2030, we will:

Optimise revenue from TV rights: Develop a long-term strategy for selling and renegotiating rights for domestic leagues, the Norwegian Cup, and national teams.

Enhance existing rights and commercial partnerships linked to grassroots and elite football, targeting a 30% value increase (from 2024).

Explore new commercial opportunities: Create new revenue streams by developing and selling fan merchandise, event-related income, and attractive partner content. We'll use CRM systems and data analysis to improve customer experiences and strengthen loyalty among existing and new supporters.

Identify new revenue sources that build upon and stimulate the growing interest in women's football. This includes sponsorship deals and innovative solutions that ensure sustainable growth and professionalisation.

Secure innovation capacity: Dedicate resources to identifying and implementing new concepts within digitalisation, fan engagement, and product development, ensuring the Norwegian Football Federation (NFF) stays ahead of market trends. We will build strategic alliances and collaborate with partners who share our goals and values.

Strengthen Norwegian football's commercial profile: Recognise and reinforce the importance of commercial success as an integrated part of Norwegian football's future. This includes ensuring the men's national team and Eliteserien maintain and strengthen their positions as the most marketable products.