Viaplay has set its sights on the new sports rights. For this purpose, Swedish media company Viaplay Group once again has to dig deep into its pockets.
November 14, 2022
seems to be in Viaplay The group whose penny has fallen. Despite dozens of high-quality Viaplay Originals series, the entertainment offering is too meager to rival that of streaming services like NetflixAnd the Disney +Video head HBO Max And the Sky Showtime. Viaplay can differentiate itself from the rest with its sports offering, but huge amounts of sports rights have to be paid for it.
After Viaplay Group reportedly paid at least £2 billion – transferred €2.3 billion – last year to allow it to broadcast Premier League football in Scandinavia, the Netherlands and Poland until 2028, the Swedish media company is once again aiming for broadcast rights. English football. This time it comes to the English Football League (EFL) Cup competition rights. The purchase is significant for Viaplay, which recently started offering the streaming service in the UK. The broadcast rights for the Cup competition are still in the hands of Sky Sports. It is not inconceivable that with the prospect of the purchase, broadcast rights to markets outside the UK where Viaplay is active will also be acquired.
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