Swedish streamer Viaplay has secured the long-term exclusive UK rights to several sports competitions including IIHF ice hockey. It has also revealed plans to develop its offering in the UK to combine live sports with premium original Nordic content.
Viaplay will show sports in 11 European markets, adding sports content in the UK in the second half of 2022.
The company will initially focus on sports with an established Nordic connection, including IIHF ice hockey, ISU skating and handball.
Sports available on Viaplay in the UK will include:
• IIHF Ice Hockey World Championship: 2024 to 2028
• Champions Hockey League: 2023/2024 to 2027/2028
• ISU figure skating and speed skating: 2023 to 2028 (ISU World Figure Skating Championships from 2024)
• EHF European Handball Championship, EHF Champions League and EHF European League (men and women): 2022 to 2030
• CEV EuroVolley, CEV Champions League, CEV EuroBeachVolley and additional CEV volleyball competitions: 2022 to 2026
• World Athletics Continental Tour Gold: 2023 to 2029
• World Athletics Indoor Tour: 2023
• FIS snowboard and freestyle: 2022-2026 (non-exclusive)
Viaplay aims to have approximately 12 million subscribers by the end of 2025. Further details of its UK content offering, pricing and launch date will be announced soon.
Anders Jensen, NENT group president and CEO, said: “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.”
Peter Nørrelund, NENT group chief sports officer, 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.”