Ekstra Bladet, a prominent Danish media outlet, has announced the acquisition of a 30% stake in Mediano, a football-focused media company that produces several weekly podcasts on Danish and international football. The deal indicates a strategic move for Ekstra Bladet to enhance its sports coverage and diversify its content offerings, especially in the football sector.

According to the agreement, Ekstra Bladet will eventually take full ownership of Mediano when its founder and current editor-in-chief, Peter Brüchmann, steps down from his role, which he has indicated will occur in the future as he ages. This transition is designed to ensure continuity for both listeners and employees, maintaining the identity of Mediano even as it becomes part of a larger media structure.

Anders Borup, the commercial director at Ekstra Bladet, expressed optimism regarding the deal, emphasizing that the partnership between Ekstra Bladet and Mediano, along with their subsidiary, Bold, positions them to offer the most extensive and comprehensive football coverage to their audience. This move underscores the growing importance of sports media in the Danish landscape and reflects changing dynamics in how digital content is consumed.