Formula 1 world champion Max Verstappen has signed a new deal with Scandinavian streaming service Viaplay, extending his ambassadorial remit.
The ambitious broadcaster is on the verge of launching in the UK and recently acquired Premier Sports, giving it UK rights to La Liga and the Nations League.
Viaplay also has exclusive deals with Verstappen and Manchester City hotshot Erling Braut Haaland to serve as ambassadors for the brand and appear in their own documentaries.
The new agreement with Verstappen, 25, will see him adopt Viaplay branding on his F1 helmet and feature in new programming that will premiere on the platform between the end of the current F1 season in November and the start of the new one early next year.
"I am delighted to have extended my partnership with Viaplay," he said. "So far, working together has been very enjoyable and I am looking forward to creating more high-quality content together for all the Formula 1 fans.
"As we all know, streaming is the new way of broadcasting and I feel Viaplay is doing a great job at shaping this future."
Peter Norrelund, Viaplay's chief sports officer, said: "Viaplay and Max's partnership has been a huge hit, and we're taking things up a gear together.
"Our new documentaries will thrill supporters throughout the Formula 1 off-season, while showcasing Viaplay's sports storytelling skills.
"Fans will get even closer to the man behind the helmet – which will in turn make Viaplay's logo visible to millions around the world, every race weekend."
Further details of Viaplay's UK launch are expected imminently.
Neil Wilkes
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