Viaplay increases ambition for UK streaming offering by adding live sports

Viaplay announced that it will include live sports in its UK content line-up, starting from its launch in the country in the second half of this year, increasing its ambition for the UK market.

The company will initially focus on sports with an established Nordic connection and has secured long-term exclusive UK rights to IIHF ice hockey, ISU skating, handball, and more. Viaplay intends to develop a broad offering in the UK over time that combines live sports with premium original Nordic content. The addition takes Viaplay’s European sports footprint to 11 markets.

“We have high ambitions for Viaplay in every country where we have a broad offering. The UK, with this expanded scope, is no exception. Adding sports alongside our premium Nordic content will be a unique proposition for viewers, and our line-up will continue to grow and evolve. This will increase Viaplay’s appeal even further and help us rapidly establish a position in one of the world’s most competitive and exciting streaming markets. Our increased ambition for the UK is of course positive for our outlook, but we are not changing our guidance at this time, and we remain fully funded for Viaplay’s expansion to at least 16 markets by the end of 2023,”  said Anders Jensen, President and CEO of NENT Group.

Peter Nørrelund, Chief Sports Officer of NENT Group, added: “These long-term rights show Viaplay’s commitment to streaming sports in the UK. Each has a dedicated audience and will give us a foundation to expand further over time. In our current European markets, live sports are our home turf, and we look forward to bringing our expert coverage to fans in the UK”.

This year, Viaplay will stream live sports across the Nordic and Baltic regions, Poland, the Netherlands, and the UK. This will take the service’s footprint to 12 countries, with at least 16 countries planned by the end of 2023. Viaplay aims to have approximately 12 million subscribers by the end of 2025.