The Nordic Entertainment (NENT) Group has landed the exclusive media rights to the Premier League, live on its Viaplay streaming service in the Netherlands, Poland, Estonia, Latvia and Lithuania.

The ‘groundbreaking’ deal, which runs from 2022 to 2028, expands NENT Group’s long-term partnership with the Premier League to nine European countries.

Each season, Viaplay will show 380 live top-flight matches in the Netherlands, Poland, Estonia, Latvia and Lithuania, with coverage including local commentators, experts and studio programming.

Anders Jensen, NENT Group President and CEO, noted: “This is a significant step in Viaplay’s expansion journey! Our long-term, streaming-led approach, combined with a multi-market perspective, allows us to be a very strong contender in acquiring, developing and innovating around the world’s most prestigious sports rights.

“The Premier League is without doubt the crown jewel among sports properties, and we look forward to extending our successful long-term partnership to nine countries with this groundbreaking agreement.”

The broadcaster already holds the exclusive Premier League rights in Sweden, Denmark and Finland to 2028, and from 2022 to 2028 in Norway

“The Premier League is delighted to extend its partnership with NENT Group to include an additional five territories for six seasons through to season 2027/28,” added Paul Molnar, Premier League Chief Media Officer. “NENT Group has an exceptional track record of serving Premier League fans with outstanding coverage and – with all 380 matches available live – there will be more opportunities for fans to follow their team than ever before.

“We are very pleased that NENT Group has chosen the Premier League as the centrepiece of their international expansion strategy, demonstrating the enduring ability of the Premier League to capture the imagination of fans and drive business growth.”

Viaplay will launch in Poland on 3 August with a comprehensive live sports offering including the Bundesliga, UEFA Europa League and UEFA Europa Conference League, with  the addition of Formula One from 2023. The service will arrive in the Netherlands in Q1 2022 with a similarly broad offering including Bundesliga football, Formula One and PDC darts.

Previous articleBritish and Irish Lions launch PT SportSuite engagement platform
Next articleUFC secures ‘historic’ sponsorship deal