Norsk Tipping has renewed its long-standing partnership with Norwegian football, and will now begin a new four-year sponsorship term spanning from 2026 to 2029.
The state-owned lottery operator will continue as general partner of the Norwegian Football Association (NFF), a relationship that has stood since the 1940s.
It will also remain a general partner of the Norwegian men's and women’s top domestic football divisions, Eliteserien and Toppserien.
The agreement, which was presented during the NFF Federal Parliament on 28 February, is said to be valued at around NOK 60m ($6.19m).
The men’s and women’s senior national teams are also part of the renewed commercial partnership, which is one of the longest in Norwegian sport.
Karl-Petter Løken, General Secretary of the NFF, described Norsk Tipping as a crucial partner for Norwegian football, pointing to the contribution that the organisation has had to making “football a mainstay in local communities all over Norway.”
The two parties will work jointly on strengthening the national teams both sportingly and commercially, enhancing audience and recruitment initiatives nationwide, as well as further developing the Eliteserien and Toppserien as consumer products.
As part of this, a joint hand in new matchday concepts and digital content will form part of the collaboration.
Norsk Tipping has been hit with more than NOK 100m in fines over the past couple of years due to technological, player protection and anti-money laundering failures.
This rare piece of good news will therefore be welcomed by the embattled operator, and Acting CEO Vegar Strand said: “Norsk Tipping has a long and strong relationship with Norwegian football, and we look forward to contributing to both big moments at the top level and the important work that happens every day in clubs across the country.”
Bodo/Glimt, a Norwegian Eliteserien side, has qualified for the Round of 16 in this season’s Champions League
