Viaplay Group has renewed its rights to show Formula 1 in the Netherlands, Sweden, Finland, Denmark, Norway, and Iceland up to and including the 2029 season. Fans in all six countries can continue to follow every second of thrilling high-speed action from the pinnacle of world motorsports live on Viaplay Group’s platforms, together with world-class studios, local-language commentators and expert analysts, exclusive documentaries headlined by three-time World Drivers’ Champion Max Verstappen, and much more. The five-year agreement is the first in the history of Viaplay Group and Formula 1’s long-running partnership.
In the Netherlands, Viaplay Group and Formula 1 will continue their strategic partnership that enables Viaplay customers to access F1 TV Pro as part of their subscriptions. The partnership has an innovative business model intended to grow both parties' businesses, and aims to increase the relevance of Formula 1 for local viewers even further through a richer combined offering. Through F1 TV Pro, fans can enjoy additional features such as international commentary, multiple onboard cameras, pitlane and paddock feeds, and in-race radio communications. Every race weekend attracts around 70 million viewers worldwide, with total 2023 season viewership of 1.5 billion people. The fanbase is increasingly younger-skewing and diverse, with 40% of fans female, one in three TV viewers aged under 35, and one in three fans starting to follow the sport in the past four years. In 2023, Formula 1 was the world’s fastest-growing major sports league on social media for the fourth year in a row.
In the Netherlands and the Nordic region, viewing breaks records every year, driven by home heroes such as Verstappen, Finland’s Valtteri Bottas and Denmark’s Kevin Magnussen. Formula 1 now has around 5 million fans in the Netherlands, around 50% of whom began following in the past five years, and 4 million in the Nordics, with approximately 12 million Dutch TV viewers (up 35% from 2022) and 5.5 million Nordic viewers in 2023. Every practice and qualifying session, F1 Sprint event and Grand Prix will be available live in the Netherlands and Nordic countries on the Viaplay streaming service, and on Viaplay Group’s pay-TV channels in Sweden, Finland, Denmark and Norway.
Jørgen Madsen Lindemann, Viaplay Group President and CEO referred to the passion promoted by F1: “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;" commented.
Peter Nørrelund, Viaplay Group EVP and Chief Sports & Business Development Officer maintains that this agreement takes an extra step: “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;" expressed.
Finally, Ian Holmes, Formula 1 Director of Media Rights argued that this deal challenges the boundaries: “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," stated.