Viaplay exits UK sports market dropping its Scottish football coverage

Nordic streaming service Viaplay has announced it will be pulling its coverage of Scotland national football and Scottish League Cup games as it battles with impending substantial losses. 

Viaplay confirmed it will leave markets such as the UK, the US and Canada in a bid to refocus on its core markets in Scandinavia and the Netherlands. 

The streaming platform recently laid off almost 25% of its workforce as part of cost-cutting measures stemming from pending losses of potentially up to £75m, with a potential sale also being reported. 

Viaplay CEO, Jorgen Madsen Lindemann, stated: “We are today announcing a new strategy and plan, which includes, but is not limited to, focusing on our core Nordic, Netherlands and Viaplay Select operations (which make available a wide range of Viaplay series, films and documentaries through partners around the world).” 

Lindemann outlined the company is “implementing a new operational model; downsizing, partnering or exiting our other international markets; rightsizing and pricing our product offering in the Nordics; undertaking a major cost reduction program; and conducting an immediate strategic review of the entire business to consider all options, including content sublicensing, asset disposals, equity injections or the sale of the whole group.” 

Viaplay had a deal in place to broadcast Scottish League Cup games until 2028, with the upcoming group stage game between Motherwell and Queen’s Park still scheduled to be shown on the platform this Saturday. 

The Nordic company also brokered a deal with UEFA to showcase Scotland national games against Spain, Norway and Georgia. 

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