Viaplay Adds Live Sports to U.K. Offer


Viaplay is set to include live sports in its U.K. content lineup, starting from its launch in the market in the second half of 2022.

Initially focusing on sports with an established Nordic connection, Viaplay has secured long-term exclusive U.K. rights to IIHF ice hockey, ISU skating and handball, among others. The company intends to develop a broad offering in the U.K. over time that combines live sports with premium original Nordic content and more.

The sports available on Viaplay in the U.K. will include IIHF Ice Hockey World Championship from 2024 to 2028; the 2023-24 to 2027-28 seasons of the Champions Hockey League; ISU figure skating and speed skating from 2023 to 2028 as well as the ISU World Figure Skating Championships from 2024; the EHF European Handball Championship, EHF Champions League and EHF European League for both men and women from 2022 to 2030; CEV EuroVolley, CEV Champions League, CEV EuroBeachVolley and additional CEV volleyball competitions from 2022 to 2026; World Athletics Continental Tour Gold from 2023 to 2029; World Athletics Indoor Tour in 2023; and FIS snowboard and freestyle from 2022 t0 2026 (non-exclusive).

Anders Jensen, Nordic Entertainment Group’s president and CEO, said: “We have high ambitions for Viaplay in every country where we have a broad offering. The U.K., with this expanded scope, is no exception. Adding sports alongside our premium Nordic content will be a unique proposition for viewers, and our lineup will continue to grow and evolve. This will increase Viaplay’s appeal even further and help us rapidly establish a position in one of the world’s most competitive and exciting streaming markets. Our increased ambition for the U.K. is of course positive for our outlook, but we are not changing our guidance at this time, and we remain fully funded for Viaplay’s expansion to at least 16 markets by the end of 2023.”

Peter Nørrelund, Nordic Entertainment Group’s chief sports officer, said: “These long-term rights show Viaplay’s commitment to streaming sports in the U.K. Each has a dedicated audience and will give us a foundation to expand further over time. In our current European markets, live sports are our home turf, and we look forward to bringing our expert coverage to fans in the U.K.”