Nordic Entertainment Group (NENT Group), the Nordic region’s leading streaming company, and UFC, the world’s premier MMA organization, have announced the extension of NENT Group’s exclusive Nordic UFC media rights in a multi-year agreement. UFC events will continue to be shown live on NENT Group’s Viaplay streaming service, with selected events available on NENT Group’s free-TV channels and through pay-per-view (PPV).
This new agreement means NENT Group remains the exclusive Nordic home of the world’s leading mixed martial arts organization, with all UFC numbered galas and UFC Fight Nights to be streamed live on Viaplay. Preliminary and early preliminary matchups from each gala will also be shown live every time a Nordic fighter is involved. Fans will, therefore, be able to follow all their favorite Nordic UFC stars, including Makwan Amirkhani (FI), Nicolas Dalby (DK), Damir Hadžović (DK), Jack Hermansson (NO/SE), Pannie Kianzad (SE), Ilir Latifi (SE), Lina Länsberg (SE) and Mark O. Madsen (DK).
David Shaw, UFC Senior Vice President is optimistic about this alliance “NENT Group have been fantastic partners. They provide an incredible platform for our Nordic and international UFC superstars and share a common goal to help build the sport of MMA across the region. We look forward to continuing to work with NENT Group and delivering unrivaled live and televised MMA action to our Nordic fanbase.” He said.
The next UFC gala on Viaplay will be UFC 246®: McGREGOR vs. COWBOY on January 18th, headlined by the long-anticipated comeback of former two-division champion Conor McGregor in a welterweight bout with Donald ‘Cowboy’ Cerrone. The gala will be shown as a PPV in Sweden, Norway, Denmark, and Finland, with pricing to be confirmed in the following days. “With more than 300 million fans worldwide, UFC is one of the fastest-growing sports brands in the world and local competitors are household names across the Nordic region. Our UFC coverage includes high-quality local language commentary from every gala and has thrilled both new and established fight fans. Viaplay is in a weight class of its own when it comes to live-streamed sports, and we look forward to bringing more of the very best action from the UFC Octagon to our viewers.” Affirmed Kim Mikkelsen, NENT Group Head of Sport.
NENT Group brings millions of fans closer to the sports they love – every shot, every goal, every touchdown, every putt, every punch, every lap, every time. NENT Group shows more than 50,000 hours of the world’s best live sporting action every year on its streaming services and TV channels, including NHL and KHL ice hockey, UEFA Champions League, Premier League, Bundesliga and Ligue 1 football, Formula 1, IndyCar, NFL American football, boxing, UFC, tennis, basketball, handball, and golf.
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