Viaplay Group has agreed to acquire Premier Sports ahead of the launch of the Viaplay streaming service in the UK this autumn.
Premier Sports’ portfolio of attractive sports rights complements the rights that Viaplay has previously secured for the UK, and its platforms are available across the UK through long-term distribution agreements with Sky, Virgin, Amazon and Netgem TV.
Premier Sports currently has a total of 222,000 paying subscribers to its pay-TV channels Premier Sports 1 and Premier Sports 2 and streaming service Premier Player. The company also operates the advertising-funded TV channel FreeSports. The deal is valued at £30million.
What happens to the Premier Sports channels?
All Premier Sports platforms will receive Viaplay branding. You’ll still be able to watch them on Sky, Virgin Media and wherever else you currently receive the channels.
But the content line-up available on the TV channels will, in due course, be expanded to include Viaplay’s broader series and film offering.
Viaplay to launch additional streaming packages
Following the acquisition, Viaplay will expand its UK offering at launch to two streaming packages:
- the Films & Series package focused on the `best of Nordic storytelling’ with Viaplay Originals and premium third-party content
- the Total package including Viaplay and Premier Sports’ combined sports line-up, alongside Viaplay’s Films & Series offering.
Further details of Viaplay’s UK content, pricing and launch date will be announced in due course.
Anders Jensen, Viaplay Group President and CEO:
“This acquisition will put Viaplay firmly on the UK map and accelerate our development in this key market. Premier Sports has a loyal and expanding subscriber base, well-established distribution agreements and production capabilities, and a great sports portfolio that complements our own. There is also a big opportunity to make Viaplay’s wider offering, including our award-winning Viaplay Originals, available to Premier Sports’ subscribers. We have secured this growing and profitable business at an attractive valuation. This is a fast and effective route to building an even stronger position for Viaplay in the UK.”
Richard Sweeney, Premier Sports CEO:
“At Premier Sports, we’re proud to have created a dynamic, innovative sports streamer and broadcaster over the past 13 years. From modest beginnings, and through the hard work and dedication of our people, we have continually grown the company, and today we have an extensive portfolio of must-see live sports that entertain loyal customers across the UK. Our sale to Viaplay Group will dramatically increase the content available to new and existing subscribers. This is the start of an exciting new chapter in the development of the business, and is great news for our colleagues, customers and partners.”
Bloomberg first reported rumours of a potential bid for Premier Sports last week. At the time, it was reported that others were also interested in acquiring Premier Sports.
Last updated 14:12