Viaplay Group Renews Formula 1 Rights


Viaplay Group has clinched a five-year deal for Formula 1 coverage in the Netherlands, Sweden, Finland, Denmark, Norway and Iceland.

Viaplay will deliver live coverage on its platforms—its streaming service and pay-TV channels—with local-language commentators and expert analysts. It will also showcase exclusive documentaries headlined by three-time World Drivers’ Champion Max Verstappen.

Jørgen Madsen Lindemann, Viaplay Group’s president and CEO, stated: “Formula 1 is more than a sport—it’s a global phenomenon that spans streaming, Hollywood, social media and beyond, and fascinates fans of all ages and backgrounds throughout the year. We are proud to renew our partnership with Formula 1 in our longest agreement so far. This shows Viaplay Group’s commitment to competing for the long term and growing profitably in the Netherlands and Nordics and to offering our viewers the most attractive and relevant content available anywhere.”

Peter Nørrelund, Viaplay Group’s executive VP and chief sports and business development officer, added: “We have been home to Formula 1 for many years, and just like the sports’ incredible teams, we’re always looking for that extra edge to keep us in front. Our innovative broadcasts will continue to set new standards. Every weekend—from the paddock to the pitlane and of course every inch of the track—the knowledgeable and passionate Dutch and Nordic fans can look forward to the best coverage of the most breathtaking show on Earth on Viaplay.”

Ian Holmes, Formula 1’s director of media rights, noted: “Formula 1 and Viaplay Group share a joint vision to create a world-class broadcast experience which brings our fans the drama and excitement of F1. It’s because of this dedication to quality programming that we have consistently seen Viaplay’s viewership increase year on year amongst a passionate fanbase which only continues to grow. This historic deal, also incorporating F1 TV Pro, F1’s own streaming offering, will see F1 and Viaplay continue to push the boundaries of innovation, so our fans never miss a moment of wheel-to-wheel action for years to come.”

F1 TV Pro, Formula 1’s subscription service, will be available to Viaplay customers in the Netherlands as part of their subscriptions. F1 TV Pro will remain available in the Netherlands and the Nordic countries as a stand-alone product.