Viaplay extends exclusive UEFA rights contracts in Denmark, Norway and Finland
April 30 – Viaplay Group has extended its exclusive rights deal to men’s UEFA Champions League football in Denmark, along with the UEFA Europa League and UEFA Conference League in Norway and Finland, in a four-year renewal running through to 2031.
The deal ensures Viaplay retains a position it has held for decades, continuing as the home of Champions League football in Denmark since 1992.
However, the agreement is not without compromise. Viaplay will lose the rights to Europe’s top club competition in Sweden, a development the company confirmed to Dagens Industri, marking a shift in its Nordic footprint.
On the pitch, interest across the region remains strong. Norwegian side Bodø/Glimt reached the round of 16 in this season’s competition, eventually falling to a 5-3 aggregate comeback by Sporting Lisbon. Their run included standout group-stage wins over Real Madrid and Manchester City, underlining the growing competitiveness of clubs from outside Europe’s traditional power centres.
Jørgen Madsen Lindemann, Viaplay Group President and CEO, said: “We are very pleased to have extended our partnership with UEFA to almost 40 years with this four-year prolongation. We continue to secure the content that is relevant for our viewers and, at the same time, provides proven commercial potential. That is the case with the rights that we have now extended, so this is a good day.”
Peter Nørrelund, Viaplay Group EVP and Chief Sports & Business Development Officer, added: “The UEFA Champions League has always been relevant to our sports offer in Denmark, and the new extended format with the league phase in the Fall has brought even more excitement to the competition.
“The same goes for Norway and Finland where the local teams participating in the Europa and Conference Leagues will add local flavour to our strong portfolio of football rights that includes the English Premier League, FA Cup and Championship amongst others.”
With UEFA competitions set in its utility belt, Viaplay’s sports portfolio also spans both major football properties and beyond, including the Premier League, Swedish national team fixtures, the Danish Superliga, Formula 1, NHL ice hockey, EHF handball and golf’s majors.
Contact the writer of this story, Harry Ewing, at power.l1777569389labto1777569389ofdlr1777569389late1777569389sni@g1777569389it’s him.1777569389yrrah1777569389
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