Viaplay signs long-term partnership with Erling Haaland 

Viaplay has announced its latest marketing initiative as it continues to expand its business throughout Europe: a long-term, multi-market partnership with Manchester City and Norway’s superstar striker Erling Haaland.

Haaland, who signed for City this Summer for €60 million and bagged a brace on his Premier League Debut earlier this month, has been tipped to become one of the most prominent and dominant players in global football over the next decade. 

The 22-year-old Leeds-born Bryne native will serve as a Viaplay ambassador in the nine European countries in which Viaplay has rights to Premier League football. Viaplay, formerly NENT Group, made waves in 2021 when it secured a bumper six-year rights deal with the EPL in Norway, Sweden, Denmark, Finland, Estonia, Latvia, Lithuania, Poland and the Netherlands.

In addition to his role as an ambassador, Haaland will be the subject of an exclusive Viaplay documentary – Haaland – The Big Decision – which will provide an insight into his move to Manchester while being courted by the biggest clubs in world football.

Meanwhile, Haaland’s father Alfie, a former Premier League star with over 180 appearances for Nottingham Forest, Leeds United and Manchester City between 1993 and 2001, will join Viaplay’s EPL coverage as a pundit. 

Erling Haaland said: “All my life I’ve watched and supported English football. To be able now to play in the Premier League is a dream come true. Joining up with Premier League rightsholders Viaplay in an ambassador role is something I look forward to. I’m sure we’ll have many fun years together.”

Anders Jensen, Viaplay Group president and CEO: “A Nordic phenomenon stepping onto the global stage – Erling and Viaplay complement each other perfectly. As our partnerships with Formula 1’s Max Verstappen and now the Premier League’s latest superstar make clear, Viaplay not only shows sports’ biggest names in action every week, but brings fans closer to them than anyone else.” 

Peter Nørrelund, Viaplay Group chief sports officer: “Erling’s explosive two-goal league debut is just a taste of what’s to come. Viaplay is the home of the Premier League in nine countries, and supporters everywhere are eager to follow each step of City’s new number nine. Sports documentaries are among Viaplay’s fastest growing content areas, and we look forward to working with Erling to help share his incredible story.”