By Stuart Thomson
Nordic free, pay TV and streaming outfit Nordic Entertainment Group (NENT), has acquired the exclusive pan-Nordic media rights to Formula 1 from 2022 to 2024.
The deal means that for the first time, NENT’s Viaplay streaming service will be the home of Formula 1 in Finland.
Viaplay will also be the home of Formula 1 in Iceland, where the service will launch in the coming months.
Viaplay already has rights to air coverage of the motorsport competition in Sweden, Norway and Denmark, where it holds exclusive rights to Formula 1 up to and including the 2021 season. The current offering and new agreement both include coverage of Formula 2, Formula 3 and the Porsche Supercup series in addition to Formula 1.
NENT said its Formula 1 coverage will include studio analysis and local language commentary. As well as Viaplay, every race will be shown live on Viasat’s pay TV channels, with highlights on the company’s free TV channels.
NENT president and CEO Anders Jensen said: “This is the first time that Formula 1 will be shown on the same platform in every Nordic country. Once again, we are announcing a pioneering agreement that underlines our position as the region’s leading streaming company. In a short time, NENT Group has secured the pan-Nordic rights to Formula 1, Premier League (excluding Iceland), FIS winter sports, the IIHF Ice Hockey World Championship, Bundesliga and much more. Our coverage of Formula 1’s high-octane thrills will set new standards, and Viaplay is unquestionably in pole position as the home of unique sports experiences.”
Formula 1 director of media rights, Ian Holmes said: “We are very pleased to announce our new three season deal with NENT Group, which will provide pan-Nordic media rights to Formula 1 and our support races from 2022. NENT Group has been a long-term partner of Formula 1 in the Nordic region, and its position as a highly popular multi-platform TV broadcaster and streamer, and its addition of Finland and Iceland, will offer our fans in the region the best access to the F1 season and all the drama on track. Alongside this agreement, F1 TV Pro will be available throughout the region and we will be working closely with NENT Group in promoting its availability to ensure F1 fans have every opportunity to follow the season.” -https://www.digitaltveurope.com