Viaplay Acquires Premier Sports For £30m
Viaplay, formerly known as Nordic Entertainment Group AB (NENT Group), has acquired the UK sports broadcaster Premier Sports for £30 million on a cash and debt-free basis.
Dublin-based Premier Sports currently has 222,000 subscribers on its books and, as such, the move accelerates Stockholm-headquartered Viaplay’s entry in the UK sporting marketplace, which is currently scheduled for Autumn 2022.
Premier Sports’ current crop of sports rights including La Liga, Scottish Cup, Scottish League Cup and Coppa Italia football, the United Rugby Championship, the Rugby Football League and Top 14 rugby, NASCAR and the Elite Ice Hockey League.
According to a statement, ‘Premier Sports’ portfolio of attractive sports rights complements the rights that Viaplay has previously secured for the UK, and its platforms are available across the UK through long-term distribution agreements with Sky, Virgin, Amazon and Netgem TV.’
Viaplay has also announced that Edward Breeze will serve as its Head of Sports UK from October. Breeze currently serves as the Executive Vice President of Rights at rival sports streaming service DAZN.
Anders Jensen, Viaplay group president and CEO, said, “This acquisition will put Viaplay firmly on the UK map and accelerate our development in this key market. Premier Sports has a loyal and expanding subscriber base, well-established distribution agreements and production capabilities, and a great sports portfolio that complements our own.
“There is also a big opportunity to make Viaplay’s wider offering, including our award-winning Viaplay Originals, available to Premier Sports’ subscribers. We have secured this growing and profitable business at an attractive valuation. This is a fast and effective route to building an even stronger position for Viaplay in the UK.”
Richard Sweeney, Premier Sports CEO, added, “At Premier Sports, we’re proud to have created a dynamic, innovative sports streamer and broadcaster over the past 13 years. From modest beginnings, and through the hard work and dedication of our people, we have continually grown the company, and today we have an extensive portfolio of must-see live sports that entertain loyal customers across the UK.
“Our sale to Viaplay Group will dramatically increase the content available to new and existing subscribers. This is the start of an exciting new chapter in the development of the business, and is great news for our colleagues, customers and partners.”
