Viaplay Scores Champions League for Baltic Markets


Nordic Entertainment Group (NENT Group) has secured the exclusive rights for UEFA Champions League, UEFA Europa League and UEFA Europa Conference League football in Estonia, Latvia and Lithuania.

The deal begins in the 2021-22 season and runs through the 2023-24 season. Viaplay is slated to launch in the three Baltic markets on March 9, 2021, priced at €9.99 per month. Every season, Viaplay will deliver 138 UEFA Champions League matches and 141 matches from the UEFA Europa League, with 141 live matches from the new UEFA Europa Conference League. Selected matches from all competitions will be shown with local language commentary.

Anders Jensen, NENT Group’s president and CEO, commented, “Becoming the exclusive Baltic home of the world’s most prestigious club football tournament is a game-changer. The UEFA Champions League is a truly global property and enjoys huge popularity in the Baltic countries. Viaplay’s compelling lineup of sports, films, series and originals will offer viewers in Estonia, Latvia and Lithuania something unique. We are coming to the region to excite, innovate and take leadership, and our subscribers can look forward both to live football of the highest caliber and further sports rights agreements.”

Guy-Laurent Epstein, UEFA’s marketing director, added, “NENT Group has been a long-standing and valued partner of UEFA for many years and we are excited to see this partnership now covering Estonia, Latvia and Lithuania. We look forward to the innovative ways in which NENT Group will make the UEFA club competitions available to football fans across the Baltic region.”