Nordic Broadcaster Viaplay Enters UK With Premier Sports Buy

The deal is part of the company's international growth plan which will continue further in 2023

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Online streaming and TV channel Premier Sports, which streams live games across the U.K., has been acquired by Nordic entertainment company Viaplay Group as it prepares to enter the market in autumn.

Premier Sports currently holds the rights to stream games across soccer tournaments, such as UEFA nations league, La Liga, the Scottish Cup and the Scottish League Cup, alongside rugby, motorsport, ice hockey and other sporting competitions including athletics and volleyball.

Its two pay TV channels and streaming service currently hold 222,000 subscribers while it also operates an ad-funded TV channel, FreeSports, as well.

Viaplay Group is currently available across every Nordic and Baltic country, Poland, the U.S.



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