Amazon Scores Nordic Premier League Rights
Amazon has obtained Premier League broadcast rights in Denmark and Sweden through a four-year sublicensing deal with Viaplay, amid the Swedish network’s financial difficulties.
Taking effect from the 2024/25 season, the agreement includes 38 matches throughout the per year, and will see the early Saturday kick-off game air on OTT subscription service Amazon Prime Video.
Under its previous name of Nordic Entertainment Group (NENT), Viaplay acquired exclusive Nordic Premier League rights in 2020, when it penned a six-year agreement covering Norway, Denmark, Sweden and Finland from 2022 until 2028. That deal was reportedly worth £2bn.
Viaplay will retain the rights to the remain fixtures, which will broadcast on the network’s linear channels and streaming service.
Stockholm-headquartered Viaplay has recently reported a loss of £448m for the second quarter of 2023, prompting the company to lay off a quarter of its workforce and withdraw from the UK, North America, Poland and the Baltics in order to focus on its key markets in the Nordics and the Netherlands.
The sublicensing deal enables Amazon to expand into Scandinavia, adding to its existing UK Premier League rights partnership that includes 20 matches per season until the end of the 2024/25 campaign.
Stay up to date with the world of sports business by subscribing to the Sport Industry Daily.
