New streaming service Viaplay has bagged the UK rights to games involving Scotland, Wales and Northern Ireland starting from 2024.
The Swedish broadcaster is planning to launch a streamer in the UK in the second half of this year, offering up live sports events in addition to a library of Scandinavian TV shows.
The agreement with UEFA will see Viaplay replace Sky Sports as the exclusive UK home of European qualifiers for the 2026 World Cup 2026, Euro 2028 and the Nations League from 2024 to 2027, in addition to international friendlies.
Viaplay also gains the rights from Sky to all of those competitions involving other European national teams, apart from England but including the likes of France, Spain, Italy, Belgium, Germany and Spain.
"This is Viaplay's biggest UK sports milestone so far," said Anders Jensen, CEO of parent company NENT. "Scotland, Wales and Northern Ireland have exciting young teams that millions of fans will be able to follow exclusively on our world-class platform.
"These matches are in good hands – we work closely with UEFA in the Nordic and Baltic regions, and know how much national sides mean to supporters. Viaplay's multi-territory partnerships with rights holders will be a key advantage as we challenge further in the UK sports market.
"The timing is also advantageous, with these rights coming on stream in 2024, which allows us time to build our UK brand and to innovate the Viaplay viewing experience even further."
A launch date and price point for Viaplay, which also has the rights to the NHL, will be confirmed in the coming months.
Neil Wilkes
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