Viaplay pays two billion euros for football and wants more

Viaplay has set its sights on new sports rights. For this, the Swedish media company Viaplay Group once again has to dig deep into its pockets.

Jacob Creek

November 14, 2022

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seems to be in across play The group whose penny fell. Despite dozens of high-quality Viaplay Originals, the entertainment offerings are too meager to compete with streaming services like NetflixAnd Disney +Prime Video HBO Max And Sky Showtime. Viaplay can set itself apart from the rest with its sports offering, but huge amounts of sports rights have to be paid for it.

English football

After the Viaplay group reportedly paid at least £2 billion – the equivalent of €2.3 billion – last year to be able to broadcast English Premier League soccer competition in Scandinavia, the Netherlands and Poland until 2028, the Swedish media company is once again rights to broadcast English football. This time it is about the rights to the English Football League (EFL) Cup competition. The purchase is significant for Viaplay, which recently began offering its streaming service in the UK. Broadcasting rights for the cup competition are still in the hands of Sky Sports. It is not inconceivable that in the event of a purchase, broadcast rights for markets outside the UK where Viaplay is active will also be acquired.

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