Nordic Entertainment Group Extends Exclusive Formula 1 Rights

Nordic Entertainment Group (NENT Group) has reached an agreement with Formula 1 to extend its exclusive media rights to F1 in Denmark, Norway and Sweden until 2021.

NENT Group will offer fans every practice session, qualifier and race from the motorsport competition over the next three seasons live on a combination of the company’s Viaplay streaming service and its free-TV and pay-TV channels.

In addition, NENT Group and Formula 1 will together offer an additional streaming service from the start of the 2019 season at the latest.

Anders Jensen, NENT Group’s president and CEO, said: “Formula 1 is one of the world’s most exhilarating sports experiences and NENT Group is the Nordic region’s leading entertainment provider—so extending our long-term partnership is a natural step. We’re delighted to continue offering fans a front row seat at the fastest show on Earth on the best platforms in the business.”

Kim Mikkelsen, NENT Group’s senior VP and head of sport, added: “As the Nordic home of motorsport, we’ve been bringing the global Formula 1 spectacle to viewers in Denmark, Norway and Sweden since 2005. We’ve fine-tuned an exceptional product—with the very best local commentary and analysis from grid to podium—and fans can look forward to following Kevin Magnussen, Marcus Ericsson and many more stars in the years ahead.”

Ian Holmes, Formula 1’s director of media rights, commented: “We have worked with MTG for more than a decade and they have continued to provide fantastic coverage of Formula 1. As the leading and most innovative entertainment company in the Nordic region, MTG’s NENT Group is the right home for F1 racing. We look forward to continuing our relationship and working collaboratively with them on the F1 TV Pro OTT service and, in so doing, taking our partnership to new levels in the coming years.”