Viaplay To Stream Live Sports In The UK
Viaplay has announced the addition of sports content to its offering, having secured exclusive UK broadcasting rights with a range of European sports federations and leagues.
The streaming service, which will launch in the UK later this year, has announced a number of long-term agreements with IIHF Ice Hockey World Championship, EHF European Handball Championship, EHF Champions League and EHF European League, CEV EuroVolley and Champions Hockey League amongst others.
Owned by Nordic Entertainment (NENT) Group, Viaplay initially positioned itself as an entertainment platform.
“We have high ambitions for Viaplay in every country where we have a broad offering. The UK, with this expanded scope, is no exception,” stated Anders Jensen, NENT Group president and CEO.
“Adding sports alongside our premium Nordic content will be a unique proposition for viewers, and our line-up will continue to grow and evolve. This will increase Viaplay’s appeal even further and help us rapidly establish a position in one of the world’s most competitive and exciting streaming markets. Our increased ambition for the UK is of course positive for our outlook but we are not changing our guidance at this time, and we remain fully funded for Viaplay’s expansion to at least 16 markets by the end of 2023.”
NENT Group Chief Sports Officer, Peter Nørrelund, added, “These long-term rights show Viaplay’s commitment to streaming sports in the UK. Each has a dedicated audience and will give us a foundation to expand further over time,” remarked “In our current European markets, live sports are our home turf and we look forward to bringing our expert coverage to fans in the UK.”
