Viaplay Partners Up with Footballer Erling Haaland


Manchester City and Norway’s superstar striker Erling Haaland has entered into a long-term, multi-market partnership with Viaplay.

As part of the partnership, Haaland will star in an exclusive documentary that gives Viaplay viewers insights into both his career and personal life. The Viaplay production Haaland—The Big Decision follows the 22-year-old player throughout spring 2022 when he was the top transfer target for every major club in Europe before opting to sign for Manchester City in a €60 million ($61.6 million) deal.

Haaland will also become a Viaplay ambassador in the nine European countries in which Viaplay has rights to Premier League football.

Additionally, Alfie Haaland, a former Premier League star in his own right, will join Viaplay’s Premier League broadcasts as an expert studio analyst.

Viaplay has rights to Premier League until 2028 in Norway, Sweden, Denmark, Finland, Estonia, Latvia, Lithuania, Poland and the Netherlands.

Haaland said: “All my life, I’ve watched and supported English football. To be able now to play in the Premier League is a dream come true. Joining up with Premier League rightsholders Viaplay in an ambassador role is something I look forward to. I’m sure we’ll have many fun years together.”

Anders Jensen, Viaplay Group’s president and CEO, commented: “A Nordic phenomenon stepping onto the global stage—Erling and Viaplay complement each other perfectly. As our partnerships with Formula 1’s Max Verstappen and now the Premier League’s latest superstar make clear, Viaplay not only shows sports’ biggest names in action every week but brings fans closer to them than anyone else.”

Peter Nørrelund, Viaplay Group’s chief sports officer, added: “Erling’s explosive two-goal league debut is just a taste of what’s to come. Viaplay is the home of Premier League in nine countries, and supporters everywhere are eager to follow each step of City’s new number nine. Sports documentaries are among Viaplay’s fastest growing content areas, and we look forward to working with Erling to help share his incredible story.”