NENT Group & Matchroom Sport Secure Five-Year Pact

Nordic Entertainment Group (NENT Group) and Matchroom Sport have renewed their media rights partnership in Sweden, Norway, Denmark and Finland while extending it to Iceland, Estonia, Latvia, Lithuania and Poland for the first time.

The five-year agreement secures more than 700 hours of live-streamed sports action from Matchroom Sport’s portfolio every year for NENT Group’s Viaplay streaming service.

The agreement makes Viaplay the exclusive home of top darts tournaments. Cue sports fans can also stream snooker’s Champion of Champions and Championship League events on Viaplay, along with the World Pool Masters, World Pool Championship, World Cup of Pool, US Open 9-Ball Championships and the Mosconi Cup. The agreement includes a comprehensive range of further content including table tennis, ten-pin bowling, basketball and netball.

Peter Nørrelund, NENT Group’s chief sports officer, said: “Our vision is to be the European streaming champion, which means Viaplay should offer something for everyone. We cooperate closely with Matchroom in the Nordic region and will now bring live coverage of some of Europe’s fastest-growing sports to our newest markets. We work continuously with rights holders to develop sports properties together, so this agreement is great news for these sports and their fans across Viaplay’s rapidly expanding footprint.”

Barry Hearn, president of Matchroom, said: “We’re delighted to expand our existing partnership with NENT Group over the next few years offering sports fans fantastic access to some of the biggest moments in sport on Viaplay. NENT Group has been huge supporters of our sports over the years and we hope this continues to grow.”