NENT Group adds new football rights to Baltic Viaplay offering

Nordic Entertainment Group (NENT Group) has struck a new agreement with UEFA to make the Viaplay streaming service the exclusive home of UEFA Euro and FIFA World Cup qualifying matches and the UEFA Nations League in Estonia, Latvia and Lithuania from 2022 to 2028, in addition to the UEFA Euro 2024 and UEFA Euro 2028 tournaments.

Viewers in all three Baltic countries will be able to stream at least 60 matches played by their respective national teams and more than 1,200 matches from across Europe on Viaplay, along with world-class studio programming and commentary in local languages.

Anders Jensen, NENT Group President and CEO, said: “We continue to invest in the most attractive sports rights in all of our markets, and we are proud and humble about Viaplay becoming the home of UEFA national team football in Estonia, Latvia and Lithuania until 2028. It is an honour to take on these rights and fans can expect top-class broadcasts in a league of their own. The timing is also ideal, with the UEFA EURO recently expanding and the FIFA World Cup to expand from 2026, which creates more opportunities for local players to shine on the international stage.”

Peter Nørrelund, NENT Group chief sports officer, said: “Viaplay viewers have enjoyed so many memorable sporting moments with us over the years, and we can’t wait to bring even more to fans across the Baltic region. We already show national ice hockey and handball teams in our Nordic markets, and soon winter sports and football too, and understand the responsibility we’re now taking on in Estonia, Latvia and Lithuania. We will bring all our experience, innovation and passion for live sports to covering these great teams, which we want to help reach more fans than ever before.”