Premier Sports’ channels will receive Viaplay branding from the same date

Anders Jensen Viaplay

Viaplay is to launch in the UK from 1 November.

There will be two packages for the streaming platform, with Films And Series for £3.99 a month and the Total offering, including sport, going for £14.99 a month.

Premier Sports forms part of the Nordic streamer’s offering following its acquisition over the summer. The Premier Sports deal has now received Irish media merger control clearance, and the Premier Sports channels will be redranded as Viaplay from 1 November with all 23 Premier Sports employees joining Viaplay Group. 

Premier Sports 1 and Premier Sports 2 will be rebranded as Viaplay Sports 1 and Viaplay Sports 2, with the free-to-air TV channel FreeSports becoming Viaplay Xtra. All channels will remain available through existing distribution partners, and will continue to broadcast live sports to pubs, clubs and other commercial premises throughout the UK.

In addition, the content offering on all Premier Sports channels will be expanded to include Viaplay’s series and film line-up. Further details of the series and films available on Viaplay in the UK will be announced shortly.

Richard Sweeney Premier Sports

Viaplay CEO Anders Jensen spoke to Broadcast Sport about Viaplay’s launch earlier this year, explaining that sport is to be part of a portfolio and that it is unlikely that it will be aiming for top tier rights such as the Premier League. Meanwhile, Premier Sports CEO Richard Sweeney told Broadcast Sport that the takeover from Viaplay could take the broadcaster to the next level.

With both Viaplay and Premier Sports’ rights, the streaming platform will have all men’s World Cup and Euros qualifiers, Nations League, and international friendlies except England’s, as well as LaLiga, Scottish Cup, Scottish League Cup and Coppa Italia football; BKT United Rugby Championship, Rugby Football League and TOP 14 rugby; NHL, IIHF Ice Hockey World Championship, Champions Hockey League and Elite Ice Hockey League; CEV volleyball; KSW mixed martial arts; EHF handball; ISU figure skating and speed skating; World Athletics Continental Tour Gold and Indoor Tour; and more.

Anders Jensen, Viaplay Group president and CEO, said: “Viaplay will offer UK viewers a compelling combination of live sports, world-class drama and superior value for money. We are launching in this dynamic and exciting market with high ambitions and a long-term perspective, and acquiring Premier Sports will significantly accelerate our entry. Viaplay has so much to offer, and local sports fans as well as devotees of premium Nordic and international storytelling can now try our unique service for themselves, starting 1 November.”