NENT Group Secures Bundesliga Rights Until 2029


Nordic Entertainment Group (NENT Group) has inked a two-cycle deal with Bundesliga International, covering nine markets, that runs until 2029.

The deal will bring coverage of the popular German league to Viaplay audiences in Norway, Denmark, Finland, Iceland, Estonia, Latvia, Lithuania and Poland. NENT Group will deliver more than 300 live Bundesliga and Bundesliga 2 matches every season, along with the German Supercup and the Bundesliga relegation play-offs.

Anders Jensen, NENT Group’s president and CEO, noted, “The Bundesliga scores so highly in excitement, quality and fan involvement. Viaplay can now bring supporters in our new and established markets even closer to their heroes every week until the end of the decade. This historic partnership across nine countries is exactly what we are aiming for—long contracts that allow us to take a long-term perspective on developing the service for existing and, very importantly, future fans. This shows our long-term commitment to Bundesliga football with whom we are very proud to be partners. This takes NENT Group one step closer to realizing our ambition of being the European streaming champion.”

Robert Klein, Bundesliga International CEO, added, “By committing to this long-term agreement, we are once again reaffirming our strategic approach to work hand-in-hand with our partners and deliver a world-class product to fans throughout Europe. Given NENT Group’s streaming ambitions and attitude towards innovation, which reflects our own ethos, NENT Group and the Bundesliga are building on the foundations of a great partnership, and we look forward to many more exciting moments together in the coming years.”