TV 2 Denmark acquires Danish broadcast rights for ESL Pro Tour

TV 2 Denmark has acquired the Danish broadcast rights for ESL and DreamHack‘s ESL Pro Tour until February 2023.

The three-year agreement will see TV 2 Denmark broadcast tournaments from the circuit exclusively in the Danish language.

ESL Pro Tour
Photo credit: ESL

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Sune Roland Jensen, Content Manager for TV 2 Zulu and TV 2 Play discussed the decision in a release: “Over the past year, with TV 2 Zulu as a sender, we have embraced esports and have built an amazingly dedicated community across our live TV broadcasts and social platforms. The result has been high shares and a Danish vote in one of the biggest sports of the future for the younger target groups. That’s why we’re thrilled to have secured a big part of the core esports rights for a three-year period.”

TV 2 Denmark has acquired the Danish rights to broadcast ESL Pro Tour tournaments on TV 2 Zulu and OTT-service TV 2 Play. The circuit will link over 20 events from ESL and DreamHack across five continents, with a total prize pool of more than $5 million (£4.1 million) in 2020.

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Peter Nørrelund, Co-CEO of DreamHack added: “It is very important to us that the viewers at home get just as great an experience as the on-site audience when watching DreamHack Open and DreamHack Masters. Over this past year, TV 2 Denmark has shown that they are able to provide the Danish audience with just that, a great experienced based on a combination of their high-quality production, a dedicated team, and our content.

“We are therefore excited to announce this new agreement which will make TV 2 Denmark the go-to source for DreamHack CS:GO content until 2023. This is a strong testament to the attractiveness of the new ESL Pro Tour, which has the potential to revolutionize the world of competitive esports, and significantly lower barriers for advertisers and broadcasters to engage with esports as a channel to reach their key audiences.”

Financial details of the agreement have not been disclosed by either party at the time of writing.

Esports Insider says: This agreement, which will allow ESL Pro Tour to be broadcast on Danish TV, appears to be a great opportunity to bring esports to a broader audience – especially when esports is still oftentimes overlooked by TV channels.