Home Newswire Premier Sports acquisition “will put Viaplay firmly on the UK map”

Premier Sports acquisition “will put Viaplay firmly on the UK map”

Viaplay has acquired the UK sports streaming service Premier Sports in a deal valued at £30 million. The Nordic service provider says the move will “deliver synergies with Viaplay in sports production, while boosting [its] local brand awareness among viewers.” Premier Sports’ UK sports rights include LaLiga, Coppa Italia football, United Rugby Championship and NASCAR motorsport.

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Viaplay – the Nordic streaming service provider and channel owner – has acquired Dublin-based sports streamer Premier Sports in a deal valued at £30 million on a cash and debt-free basis. Viaplay says the move represents a significant acceleration of its ambitions in the lead up to its rollout in the UK this autumn, and that Premier Sports will “deliver synergies with Viaplay in sports production, while boosting [its] local brand awareness amongst viewers”.

The agreement will see Viaplay control Premier Sports’ UK sports rights, which include LaLiga, Coppa Italia football, United Rugby Championship, Top 14 rugby, NASCAR motorsport and the Elite Ice Hockey League.

As a result of the acquisition, the Nordic streamer will launch in the UK with two streaming packages: the Film & Series package, which includes Viaplay Originals and its offering of third-party content, and the Total package, which includes all content from the Film & Series package in addition to Viaplay and Premier Sports’ combined sports offering.

Anders Jensen, President and CEO of Viaplay Group, says: “This acquisition will put Viaplay firmly on the UK map and accelerate our development in this key market. Premier Sports has a loyal and expanding subscriber base, well-established distribution agreements and production capabilities, and a great sports portfolio that complements our own.

“There is also a big opportunity to make Viaplay’s wider offering, including our award-winning Viaplay Originals, available to Premier Sports’ subscribers. We have secured this growing and profitable business at an attractive valuation. This is a fast and effective route to building an even stronger position for Viaplay in the UK”.

Richard Sweeney, CEO of Premier Sports, comments: “Our sale to Viaplay Group will dramatically increase the content available to new and existing subscribers. This is the start of an exciting new chapter in the development of the business, and is great news for our colleagues, customers and partners”.


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