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Viaplay Group has extended its exclusive rights to show UFC, the world’s leading mixed martial arts (MMA) organization, in four Nordic countries in a new multi-year agreement.

Expanding its reach across Nordic countries and marking its debut in the Finnish market, the offering will be fully localized for each market and viewers will have access to the premium wildlife and nature programming on the linear channel as well as the platform’s VOD service.

The total Nordic video market is expected to reach €9.8 billion for the full year of 2023. The total market has grown 2% yearly over the past four years, according to Mediavision’s latest report.

Pawsey will now drive sales of Fremantle’s productions with local broadcasters and platforms to bolster growth in the Nordics, and Benelux added to his existing remit of the CEE region.

The company has reached a pre-sale agreement with HBO Max for the broadcast of "Vestidas de Azul" and Season 2 of "Veneno" in Portugal, Baltics, and Nordic countries, while continuing the negotiations for other territories.