Pay-TV broadcaster returns to British market after completing reacquisition.
Premier Sports has completed the reacquisition of Viaplay’s UK sports broadcasting business and will relaunch channels under its own brand on 9th April.
Viaplay acquired Premier Sports for a reported UK£30 million (US$37.7 million) back in 2022, believing the Dublin-based broadcaster’s rights portfolio, customer base and linear channels would bolster the launch of its UK multi-genre streaming service.
However, amid financial struggles, Viaplay is withdrawing from non-core markets like the UK to focus on its operations in the Nordics and the Netherlands as part of a wider restructure.
A deal with Premier Sports was agreed late last year and the takeover has now received final clearance from Irish regulators.
Premier Sports, which continued to operate channels in the Republic of Ireland, will rebrand Viaplay Sports 1 and 2 under its own banner, while also releasing an “enhanced” streaming service. Viaplay subscribers will automatically be transferred to the new platform.
The new Premier Sports will acquire a rights portfolio that includes Uefa European soccer qualifiers, the United Rugby Championship (URC), the National Hockey League (NHL), the Scottish Cup, LaLiga, Nascar, as well as handball, winter sports and darts.
SportsPro says…
Viaplay’s short spell in the UK was not without note. Acquiring the rights to Uefa qualifiers was a statement of intent – even if it failed to push the needle – while fans of niche sports were well served with a streaming service that was far superior to the original Premier Sports effort.
While Viaplay’s wider issues undoubtedly contributed to its ultimate exit from the UK, a combination of Nordic entertainment and an eclectic mix of sports rights was always going to be a tough sell.
As for Premier Sports, it remains to be seen whether it has the desire or resources to become a bigger player in the market than it was first time round. Rights holders desperate for more revenue will be hoping for more ambition.
SOURCE: https://www.sportspromedia.com/news/premier-sports-viaplay-uk-channel-launch-streaming/