Takeover adds more sports rights to the Nordic platform's portfolio ahead of its UK launch
Swedish based live streaming giant Viaplay has completed its anticipated takeover of Premier Sports in a deal said to be worth around £30m. The agreement will see Premier Sports' broadcasting rights, subscriber base and employees move over to Viaplay ahead of its upcoming entrance into the UK market.
Viaplay have acquired Premier Sports, a network of linear sports TV channels and live streaming services, from Setanta Sports on a cash basis, without incurring any debts.
The move is significant for Viaplay as it prepares to enter the UK sports broadcasting market. By acquiring Premier Sports, Viaplay will be massively improving its offering, especially in terms of football rights.
The Nordic company will now be able to entice subscribers with offerings of exclusive home nations matches, including Euro 2024 qualifiers and UEFA Nations League games involving Scotland and Northern Ireland, bringing forward the deal they themselves signed with UEFA earlier this year to air similar content.
Perhaps more importantly, from the world of club football, Viaplay will now be able to show action from the Spanish La Liga, Coppa Italia and Scottish Cup, all of which are sure to attract more attention than the international rights they will also receive.
As Viaplay takes control of Premier Sports and takes hold of the rights it owns, a lot of things will change for employees and consumers.
First of all, those working for Premier Sports, currently 23 full-time employees, will join Viaplay when the acquisition is completed.
Secondly, subscribers will notice a change in presentation as the production and branding switch from Premier to Viaplay, although the content they paid for will still be available.
Likewise, Premier Sports will remain present on Sky, Virgin, Amazon and Netgem TV, having signed long-term linear television deals with those organisations. Viaplay will now take responsibility for honouring those deals and consumers will still find Premier Sports' channels in their TV packages as they did before.
Anders Jensen, President and Chief Executive of Viaplay said:
"This acquisition will put Viaplay firmly on the UK map and accelerate our development in this key market. Premier Sports has a loyal and expanding subscriber base, well-established distribution agreements and production capabilities, and a great sports portfolio that complements our own.”
Richard Sweeney, Chief Executive of Premier Sports commented:
“At Premier Sports, we’re proud to have created a dynamic, innovative sports streamer and broadcaster over the past 13 years. From modest beginnings, and through the hard work and dedication of our people, we have continually grown the company, and today we have an extensive portfolio of must-see live sports that entertain loyal customers across the UK.
“Our sale to Viaplay Group will dramatically increase the content available to new and existing subscribers. This is the start of an exciting new chapter in the development of the business, and is great news for our colleagues, customers and partners.”
This deal is huge news in the British sports broadcasting landscape and could help Viaplay establish itself as a key figure in the UK market in the years to come.
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