Viaplay Gears Up for U.K. Launch


Viaplay Group’s Viaplay streaming service is set to launch in the U.K. on November 1, with subscribers having two package options.

The first is the Films & Series package, focused on Nordic storytelling with award-winning Viaplay originals and curated third-party content. The second, the Total package, also includes the combined U.K. sports lineup of Viaplay and U.K. sports streamer and TV channel operator Premier Sports. The packages are priced at £3.99 and £14.99 per month, respectively.

Viaplay Group’s acquisition of Premier Sports has received Irish media merger control clearance, and Premier Sports’ TV channels will receive Viaplay branding beginning November 1. The pay-TV channels Premier Sports 1 and Premier Sports 2 will be rebranded as Viaplay Sports 1 and Viaplay Sports 2, respectively, while the free-to-air channel FreeSports will become Viaplay Xtra.

U.K. sports fans will be able to follow a broad range of live events on Viaplay, including all European Qualifiers for the UEFA Euro and FIFA World Cup played by the Scotland, Wales and Northern Ireland men’s national football teams, along with the UEFA Nations League and friendlies, until 2028. Overall, Viaplay holds a portfolio of rights to over 1,000 UEFA international matches from across Europe.

Viaplay will also show games/competitions from LaLiga, Scottish Cup, Scottish League Cup and Coppa Italia football; BKT United Rugby Championship, Rugby Football League and Top 14 rugby; NHL, IIHF Ice Hockey World Championship, Champions Hockey League and Elite Ice Hockey League; CEV volleyball; KSW mixed martial arts; EHF handball; ISU figure skating and speed skating; World Athletics Continental Tour Gold and Indoor Tour; and much more.

This is the latest launch in Viaplay’s international rollout. It is also available in all Nordic and Baltic countries, Poland and the Netherlands. A direct-to-consumer launch in the U.S. and Canada is planned for early 2023.

Anders Jensen, Viaplay Group’s president and CEO, said, “Viaplay will offer U.K. viewers a compelling combination of live sports, world-class drama and superior value for money. We are launching in this dynamic and exciting market with high ambitions and a long-term perspective, and acquiring Premier Sports will significantly accelerate our entry. Viaplay has so much to offer, and local sports fans as well as devotees of premium Nordic and international storytelling can now try our unique service for themselves, starting November 1.”