Nordic Entertainment Group has secured exclusive media rights to show the Premier League, live on its Viaplay streaming service in the Netherlands, Poland, Estonia, Latvia, and Lithuania from 2022 to 2028. “This is a significant step in Viaplay’s expansion journey,” Anders Jensen, NENT Group President and CEO said. “Our long-term, streaming-led approach, combined with a multi-market perspective, allows us to be a very strong contender in acquiring, developing, and innovating around the world’s most prestigious sports rights."
Every season, Viaplay will show 380 live Premier League matches in the Netherlands, Poland, Estonia, Latvia, and Lithuania, where fans will be able to follow star-packed and globally famous teams such as Manchester United, Liverpool, Arsenal, Manchester City, Tottenham Hotspur, Chelsea, Leicester City, Everton and West Ham United each week. Viaplay’s comprehensive Premier League coverage will include world-class local commentators, experts, and studio programming.
The six-season expansion deal will accelerate Viaplay’s position as the home of premium streamed sports in NENT Group’s newest markets. “The Premier League is delighted to extend its partnership with NENT Group to include an additional five territories for six seasons through to Season 2027/28,” Paul Molnar, Premier League Chief Media Officer, said. “NENT Group has an exceptional track record of serving Premier League fans with outstanding coverage and – with all 380 matches available live – there will be more opportunities for fans to follow their team than ever before."
Viaplay will launch in Poland on 3 August with a unique combination of Viaplay Originals, international films and series, kids content and premium live sports such as Bundesliga, UEFA Europa League, and UEFA Europa Conference League football, with Formula 1 from 2023. The service will come to the Netherlands in Q1 2022 with a similarly broad offering including Bundesliga football, Formula 1, and PDC darts. “We are very pleased that NENT Group has chosen the Premier League as the centerpiece of their international expansion strategy, demonstrating the enduring ability of the Premier League to capture the imagination of fans and drive business growth,” Molnar said.
The world’s best and most popular national football league, is broadcast in over 190 countries and draws the highest global TV audience of any football league. NENT Group currently owns licensing rights to the league in Sweden, Denmark, and Finland to 2028, and from 2022 to 2028 in Norway. “For over a decade, we’ve delivered world-class coverage of the Premier League to Nordic fans, who are some of the most dedicated anywhere,” Peter Nørrelund, NENT Group Chief Sports Officer, said. “Our experienced teams, together with the best local talents, will build on this unique heritage to take Premier League broadcasting in the Netherlands, Poland, Estonia, Latvia, and Lithuania to another level – week in, week out, for many years to come.”
This is a significant step in Viaplay’s expansion journey. Our long-term, streaming-led approach, combined with a multi-market perspective, allows us to be a very strong contender in acquiring, developing, and innovating around the world’s most prestigious sports rights.” Anders Jensen President and CEO, NENT Group