The Nordic streaming service is preparing to launch in the UK this autumn. It has already taken a number of key sports rights away from Premier Sports.
Bloomberg reports that it aims to reach an agreement as soon as this month, citing individuals with knowledge of the matter.
Premier Sports operates a number of pay TV channels on Sky and Virgin. It also offers its own streaming service – the Premier Player.
Viaplay’s strategy
Viaplay originally announced its UK launch without any mention of sport in its plans. However, behind the scenes Viaplay was quietly securing deals, initially for “sports with a Nordic connection” before broadening out to acquire Nations League football rights.
In recent months, Viaplay acquired Nations League football rights from 2024 covering Scottish, Welsh and Northern Irish men’s teams. Premier Sports holds Nations League rights until 2024.
Viaplay also acquired the rights to NHL ice hockey in the UK. It will show all live games once it launches in the autumn. But Premier Sports has previously held those rights. Despite the Viaplay-NHL deal, Premier Sports has still been telling its customers it will still be showing NHL games this coming season.
Streaming stumbling block
Viaplay is due to become the latest streaming service to enter the UK sports market. DAZN and Eleven Sports have had limited or no success so far.
One of the stumbling blocks for new entrants is a lack of a regular linear TV outlet.
Some sports rights holders still prefer that some coverage remains on traditional TV services, to maximise visibility of their sport or club. Eleven Sports notably failed to secure slots on traditional TV platforms which helped speed up its demise in the UK.
On that basis, it’s easier to for an established sports broadcaster with linear TV channels to launch complementary streaming services than it is the other way around.
Acquiring Premier Sports would give Viaplay a head start, instantly gaining not just subscribers but also a linear TV outlets to promote its service. And with established TV channels and subscribers, it would make it easier to strike new sports rights deals.
Not just sport
Viaplay isn’t just a provider of sports. Its content library also includes a range of Nordic drama, series and factual programmes. As a result, Viaplay could potentially become a substantial competitor in the UK.
Could someone else buy Premier Sports?
Bloomberg also confirms other, unnamed, suitors have expressed an interest in Premier Sports. This paves the way for an interesting few weeks ahead for Premier Sports.
How will this affect viewers?
For now, nothing will change for Premier Sport viewers. However, it has already made a few changes to the availability of its channels.
- La Liga TV is now a streaming only service, having departed from Sky and Virgin Media at the end of last month.
- Despite the recent NHL-Viaplay deal, Premier Sports has told customers it will continue to show games.
- Its free-to-air sister service FreeSports has recently left Freeview.
Viaplay and Premier Sports have so far declined to comment on Bloomberg’s report.
Aidan Smith, editor, RXTV