Amazon's Prime Video streaming service has secured a package of English Premier League (EPL) soccer rights in the Netherlands, thanks to a partnership with Viaplay. This move marks Prime Video's first significant venture into live sports coverage in the Dutch market.
Viaplay, a Nordic broadcaster, holds Premier League matches rights in the Netherlands through a substantial deal announced in July 2021. The agreement spans from 2022-23 to 2027-28 and initially included Estonia, Latvia, Lithuania, and Poland. GlobalData Sport estimated the overall contract value at $11.8 million annually.
The recent sublicensing agreement allows Prime Video to broadcast up to 38 games per season, one per matchday, at no additional cost for its subscribers in the Netherlands. Media reports suggest that this deal will last for three campaigns and cover games starting at 13:30 Dutch time.
Impact on Dutch market
Prime Video is available for approximately €5 ($5.75) per month in the Netherlands market. With this new sublicensing deal with Viaplay, it steps into significant live sports coverage territory for the first time.
This addition also expands their Premier League coverage beyond Sweden and Denmark—regions where they had previously struck similar deals with Viaplay early last year covering 38 earlier Saturday games each season.
Notably, several current Dutch players are contracted to Premier League sides including Virgil van Dijk, Cody Gakpo, Ryan Gravenberch among others at champions Liverpool; Matthijs de Ligt at Manchester United; Nathan Ake at Manchester City; and Arsenal's Jurriën Timber.
Recent developments on EPL broadcast deals
In other recent developments related to Premier League broadcast deals, the BeIN Media Group has renewed its exclusive broadcast partnership with the EPL. This extension spans across 24 territories in the Middle East and North Africa (MENA) region and will continue until the 2027-28 campaign. BeIN Sports channels are set to showcase all 380 Premier League games each season, with streaming coverage available through its TOD streaming service.
On a domestic level, Sky Sports and TNT Sports are gearing up to provide live coverage from the start of a new cycle in the 2025-26 season. It's worth noting that Prime Video, which held a package of domestic rights in the UK for the last rights cycle, did not extend that agreement.
This sublicensing deal between Viaplay and Prime Video marks an exciting development for sports fans in the Netherlands, offering them more access to live EPL matches featuring their favorite Dutch players.
