NENT Expands Its Premier League Rights Into Five More Countries
Nordic Entertainment Group (NENT Group) expanded its English Premier League (EPL) coverage into more markets around the globe. The new deal gives NENT broadcast rights in Estonia, Latvia, Lithuania, the Netherlands, and Poland.
The six-season deal runs from 2022 to 2028 and gives the Scandinavian broadcaster the exclusive rights to show live Premier League action on its Viaplay streaming service. Viaplay first launched in the Baltics in March and will be rolled out in Poland this August and in the Netherlands the first quarter of next year.
With the new deal in place, NENT now holds the exclusive rights to the EPL in nine European counties. The network signed a UK£2 billion deal for the exclusive rights in Sweden, Denmark, Finland, and Norway in February 2020.
Throughout the duration of the deal, Viaplay will air 380 live Premier League matches in each of the markets along with shoulder programming.
“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,” stated NENT Group president and chief executive Anders Jensen.
“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.”
Viaplay is set to launch in Poland on August 3rd and in the Netherlands during the first quarter of 2022. The new deal expands Viaplay’s portfolio, which already includes the UEFA Europe League, Germany’s Bundesliga, and other major European soccer entities.
The league currently lands a total of £1.53 billion (€1.8 billion/$2.1 billion) per season for its domestic rights. Their total media rights income is about £2.82 billion per season.
