Viaplay Group will complete the sale of its UK direct-to-consumer business to SSBL Limited, trading as Premier Sports, April 4. The proposed transaction was announced by Viaplay Group in December 2023 and the Irish authorities have now given final clearance for the deal, which includes both the streaming platform and two linear channels. Current sports customer subscriptions will be automatically transferred to Premier Sports, with the sports content line-up remaining unchanged.
Premier Sports had previously run the business in the UK, before it was acquired by Viaplay in 2022. Viaplay launched in the UK from November of that year, but has since experienced financial setbacks and announced its plans to leave the market and focus on the Nordics and Netherlands last year.