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Erling Haaland strikes Viaplay deal to be focus of exclusive documentary

Norwegian striker Erling Haaland signed for Manchester City this summer

Viaplay has agreed a partnership with Manchester City and Norway striker Erling Haaland that will result in an exclusive documentary about the footballer for the Scandinavia-based streaming service.

Haaland: The Big Decision follows the superstar throughout the spring of this year, when he was the top transfer target for every major club in Europe before opting to sign for English Premier League champions Man City in a €60m (US$62m) deal.

The long-term, multi-market partnership will also see Haaland become a Viaplay ambassador in the nine European countries in which Viaplay has rights to Premier League football.

Furthermore, his father, Alfie Haaland, a former Premier League star in his own right with over 180 appearances for clubs including Leeds United between 1993 and 2001, will join Viaplay’s Premier League broadcasts as an expert studio analyst.

Viaplay has rights to the Premier League until 2028 in Norway, Sweden, Denmark, Finland, Estonia, Latvia, Lithuania, Poland and the Netherlands.

The Haaland deal comes after Viaplay struck a partnership with Formula 1 champion Max Verstappen in January to create exclusive documentary programming for the service. The first production, Verstappen: Lion Unleashed, premiered on March 1. Verstappen is also a Viaplay ambassador in markets where Viaplay holds rights to Formula 1.

Anders Jensen, Viaplay Group president and CEO, said: “A Nordic phenomenon stepping onto the global stage – Erling and Viaplay complement each other perfectly.

“As our partnerships with Formula 1’s Max Verstappen and now the Premier League’s latest superstar make clear, Viaplay not only shows sports’ biggest names in action every week, but brings fans closer to them than anyone else.”

Peter Nørrelund, Viaplay Group chief sports officer, added: “Sports documentaries are among Viaplay’s fastest-growing content areas and we look forward to working with Erling to help share his incredible story.”

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