Viaplay Group Transfers Sports Portfolio to Go3 in the Baltics

Viaplay Group and TV3 Group have signed an agreement that will transfer Viaplay’s full live sports portfolio to Go3 in Estonia, Latvia and Lithuania.

Direct Viaplay subscribers in the three countries will be transferred to Go3 in March. Viaplay Group’s sports rights in Estonia, Latvia and Lithuania cover the Premier League, UEFA Champions League, men’s national team football, Formula 1, NHL and more. The content will remain available on Viaplay until the subscriber transfer to Go3 is completed.

This move follows Viaplay Group’s announcement in December 2023 that it plans to exit the Baltic markets by summer 2025. This specific agreement will not impact the previously reported negative cash effect of SEK 2.2 billion relating to Viaplay Group’s exit from its non-core international operations over the coming years.

Viaplay’s original non-sports content will become available on third-party platforms in the Baltic region as and when agreements are signed through content sales or Viaplay Select partnerships.

“This is the right step for Viaplay Group’s business and for our sports viewers across the Baltic region,” said Jørgen Madsen Lindemann, president and CEO of Viaplay Group. “It enables us to sharpen our operational focus even further on the Nordics, the Netherlands and Viaplay Select, which are the markets where we see the best conditions for growth and profitability, as well as on Poland, where we will operate until mid-2025. At the same time, our sports content in Estonia, Latvia and Lithuania will be available through a well-established platform operated by a local group.”