The streaming service is set to launch in the UK in the second half of this year, with a mix of entertainment and sports content
Nordic streamer Viaplay is in talks to buy Premier Sports, according to a report in Bloomberg.
Viaplay is due to launch in the UK later this year, with an initial plan to focus purely on entertainment, and in particular original Nordic content. However, in March it revealed plans to add sports rights to its UK offering. This would mirror its content mix in Scandinavia which has a sizeable sports rights portfolio.
By purchasing Premier Sports, it would give the streaming company more broadcasting rights ahead of its UK launch, including live Scottish football, LaLiga TV and Rugby League.
Premier Sports content currently streams through its own Premier Player app and OTT platform, with some content also available via the Virgin Media and Sky EPG.
Viaplay already has rights to show NHL ice hockey, snowboarding, beach volleyball and KSW mixed martial arts fights in the UK, and recently agreed a deal to exclusively show Scottish, Welsh, and Northern Irish national team football in the UK from 2024.
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