Ian Wright’s Norway comparison exposes Scottish football’s broadcast gap

Ian Wright has claimed Scottish football is being “let down on a massive scale” after drawing a stark comparison between Scotland and World Cup quarter-finalists Norway, reigniting debate over the state of the domestic game north of the border.

The former Arsenal and England striker made his comments as Scotland’s players and staff continue to reflect on a disappointing group-stage exit at this summer’s World Cup, which was followed by Steve Clarke’s resignation as head coach.

According to the BBC, Wright called for a “bolder, braver vision” for the sport in Scotland, arguing that the country’s footballing infrastructure and finances are failing to match the passion of its supporters.

A tale of two nations

Scotland and Norway share a population of roughly five million and, until recently, similarly barren records at major tournaments. Neither country appeared at a World Cup between 1998 and this year’s finals, and Norway have featured at only one European Championship, in 2000, compared with Scotland’s back-to-back appearances at the last two Euros.

The paths of the two nations have since diverged sharply. Norway, driven by Manchester City’s Erling Haaland and Arsenal’s Martin Odegaard, reached the World Cup quarter-finals after beating Brazil in the last 16 and are due to face England in the last eight.

Scotland, by contrast, managed just three points from their three group matches and were beaten 3-0 by Brazil in what proved to be their final fixture of the tournament, a result that prompted Clarke’s decision to step down.

Attendances tell a different story

Wright pointed to domestic attendances as evidence that Scottish football’s problems are not down to a lack of interest from supporters. He suggested Norwegian top-flight clubs draw average crowds of between 6,000 and 7,000 a week, while Scottish Premiership clubs attract closer to 16,000.

Data from Transfermarkt broadly supports this, showing an average of just over 7,000 fans at Norwegian top-flight matches across the 2025 season, against roughly 16,000 in the Scottish Premiership last term, a figure heavily boosted by the pulling power of Celtic and Rangers.

A UEFA report published last September found that, for the third year running, Scottish top-flight attendances per capita were significantly higher than any other league in Europe, underlining Wright’s point about untapped potential.

Broadcast deals under scrutiny

Wright argued that those attendance figures, combined with the drama Scottish football regularly produces, should command a far more lucrative television deal than is currently the case. Last season’s Premiership title race went to a final-day showdown between champions Celtic and Hearts.

Speaking on ITV, Wright said: “Norway have managed to get a broadcast deal that was £25m a year more than Scotland’s.”

The SPFL agreed a £150m broadcast deal in 2022, which began in 2024 and runs until 2029, with Premiership clubs currently earning around £30m a season from the arrangement. The league’s stated ambition is for top-flight clubs to be earning £50m a year by the end of the deal.

Norwegian media reports suggest that figure is already being achieved there, with the current domestic rights package said to be worth more than £50m per season, rising to over £60m from 2029.

What it could mean for the national team

Greater broadcast revenue would give Scottish clubs more scope to invest in facilities, academies and playing budgets, at a time when the country continues to lose promising young talent to clubs south of the border and beyond.

A clear pathway to first-team football would still be essential, however, following a Scottish FA report that highlighted how clubs in Scotland are failing to bring through enough home-grown players.

Wright’s comments came before Scotland’s tournament had even concluded, but the reaction on social media suggested his frustration on behalf of the Tartan Army struck a chord with many fans left to wonder what might have been.