NENT scores more Premier League rights

Nordic Entertainment (NENT) Group has won the rights to show English Premier League football in more parts of Europe from 2022 to 2028.

Anders Jensen

NENT’s streaming service Viaplay will show 380 live Premier League matches every season in the Netherlands, Poland, Estonia, Latvia and Lithuania, having already secured rights in Sweden, Denmark, Finland and Norway.

It comes as the company prepares to launch Viaplay in Poland on August 3, while the service will arrive in the Netherlands in the first quarter of 2022.

NENT has been changing its strategy to focus on the international roll-out of Viaplay while building its original drama production and exclusive sports offer for subscribers.

Last week it offloaded 12 of its production companies around Europe to Fremantle, having previously sold its NENT Studios UK distribution business to All3Media.

NENT is aiming for 4.5 million international subscribers to Viaplay by 2025 and has 40 original drama premieres planned for 2021.

Anders Jensen, NENT group president and CEO, said: “This is a significant step in Viaplay’s expansion journey. Our long-term, streaming-led approach, combined with a multi-market perspective, allows us to be a very strong contender in acquiring, developing and innovating around the world’s most prestigious sports rights.

“The Premier League is without doubt the crown jewel among sports properties and we look forward to extending our successful long-term partnership to nine countries with this groundbreaking agreement.”