NENT Group & UEFA Pact for Estonia, Latvia & Lithuania


Nordic Entertainment Group (NENT Group) and UEFA have entered into a long-term media rights partnership that covers Estonia, Latvia and Lithuania.

The agreement makes the Viaplay streaming service the exclusive home of UEFA EURO and FIFA World Cup qualifying matches and the UEFA Nations League in Estonia, Latvia and Lithuania from 2022 to 2028, in addition to the UEFA EURO 2024 and UEFA EURO 2028 tournaments.

Viaplay will show every major international match featuring Estonia’s sinisärgid (Blueshirts), Latvia’s 11 vilki (11 Wolves) and Lithuania’s rinktinė (national team), including the European Qualifiers for UEFA EURO 2024, FIFA World Cup 2026 and UEFA EURO 2028. The UEFA EURO 2024 and UEFA EURO 2028 tournaments will both be available live on Viaplay in the three countries. The agreement also covers the UEFA Nations League 2022, 2024 and 2026; the UEFA Nations League Finals 2023, 2025 and 2027; and every friendly played by the three Baltic teams, both home and away.

Anders Jensen, NENT Group’s president and CEO, said: “We continue to invest in the most attractive sports rights in all of our markets, and we are proud and humble about Viaplay becoming the home of UEFA national team football in Estonia, Latvia and Lithuania until 2028. It is an honor to take on these rights, and fans can expect top-class broadcasts in a league of their own. The timing is also ideal, with the UEFA EURO recently expanding and the FIFA World Cup to expand from 2026, which creates more opportunities for local players to shine on the international stage.”

Peter Nørrelund, NENT Group’s chief sports officer, said: “Viaplay viewers have enjoyed so many memorable sporting moments with us over the years, and we can’t wait to bring even more to fans across the Baltic region. We already show national ice hockey and handball teams in our Nordic markets, and soon winter sports and football too, and understand the responsibility we’re now taking on in Estonia, Latvia and Lithuania. We will bring all our experience, innovation and passion for live sports to covering these great teams, which we want to help reach more fans than ever before.”

Guy-Laurent Epstein, UEFA’s director of marketing, added: “We are delighted to enter another long-term partnership with NENT Group in the Baltic region. NENT Group will provide, via its digital platform Viaplay, a comprehensive and innovative home for the Estonian, Latvian, Lithuanian and all other third-party European national team matches played during the European Qualifiers for UEFA EURO 2024, FIFA World Cup 2026 and UEFA EURO 2028, as well as the UEFA Nations League 2022, 2024 and 2026, including the UEFA Nations League Finals in 2023, 2025 and 2027. In addition, we look forward to the extensive coverage of UEFA EURO 2024 and UEFA EURO 2028 on Viaplay. With NENT Group’s long-lasting football track record, we are confident Estonian, Latvian and Lithuanian fans will be offered excellent coverage of the UEFA national team football competitions between the years 2022 and 2028, whichever screen they choose to use.”