Formula 1’s Max Verstappen Pacts with Viaplay

Viaplay has inked a multiyear partnership with Max Verstappen, the reigning Formula 1 World Drivers’ Champion, that will see the Dutch Red Bull Racing driver feature in exclusive content for Viaplay viewers.

Through the agreement, fans will be able to stream documentary programming that will include Verstappen revealing the secrets to conquering Formula 1’s toughest circuits and glimpses into his life away from the sport. Verstappen will also become a Viaplay ambassador in all markets in which Viaplay holds rights to show Formula 1.

In December 2021, Verstappen made history as the first Dutch driver to win the Formula 1 World Drivers’ Championship and will begin defending his title in March. Every race from the new Formula 1 season will be shown live on Viaplay in the Netherlands and all Nordic and Baltic countries. From 2023, Viaplay will also show Formula 1 in Poland. Further, Jos Verstappen, Verstappen’s father and a famous former driver in his own right, will join Viaplay’s team of international Formula 1 analysts.

Verstappen said: “I am really looking forward to this exciting partnership with Viaplay, as our ambitions to be the best in our fields match each other. It will be great to work with Viaplay’s professional on-site reporters like David Coulthard, Mika Häkkinen and Tom Kristensen. I’m sure their experience as former top drivers will be a great asset. Viaplay might be new to the Dutch viewers but is a proven international online video streaming service. It is amazing that I will be able to reach lots of fans with the unique content that we are going to create together.”

Anders Jensen, Nordic Entertainment Group’s president and CEO, said: “Max Verstappen and Viaplay are a perfect fit. We are a world leader in streaming sports, where we are well on our way to showing more than 100,000 live hours every year from an unmatched rights portfolio, while Max’s thrilling skills have taken him to the top as the 34th World Drivers’ Champion. And we’re both ready to accelerate even further! We look forward to working closely with this talented and charismatic superstar.”

Peter Nørrelund, Nordic Entertainment Group’s chief sports officer, said: “Partnering with Max Verstappen shows the strength of our commitment to Formula 1. Viaplay covers this fantastic sport in a way that is simply not available anywhere else, with the very best studios, driver access and on-air talents like Mika Häkkinen, David Coulthard and Tom Kristensen. Adding exclusive content from Max will take viewers inside the fastest show on Earth like never before.”