NENT Group Extends UFC Rights

Nordic Entertainment Group (NENT Group) has signed an extension of its exclusive Nordic UFC media rights in a multiyear agreement.

The new agreement means NENT Group remains the exclusive Nordic home of the mixed martial arts organization, with all UFC numbered galas and UFC Fight Nights to be streamed live on Viaplay. Preliminary and early preliminary matchups from each gala will also be shown live every time a Nordic fighter is involved. Selected events will be available on NENT Group’s free-TV channels and through pay-per-view.

Kim Mikkelsen, NENT Group’s head of sport, said: “With more than 300 million fans worldwide, UFC is one of the fastest-growing sports brands in the world and local competitors are household names across the Nordic region. Our UFC coverage includes high-quality local-language commentary from every gala and has thrilled both new and established fight fans. Viaplay is in a weight class of its own when it comes to live-streamed sports, and we look forward to bringing more of the very best action from the UFC Octagon to our viewers.”

David Shaw, UFC’s senior VP, added: “NENT Group have been fantastic partners. They provide an incredible platform for our Nordic and international UFC superstars and share a common goal to help build the sport of MMA across the region. We look forward to continuing to work with NENT Group and delivering unrivaled live and televised MMA action to our Nordic fanbase.”