Viaplay extends UEFA club competition rights until 2031

Viaplay Group has renewed its UEFA club competition rights in Denmark, Norway and Finland, extending its deal for four years from autumn 2027 until 2031.The extension covers exclusive men’s UEFA Champions League rights in Denmark, plus exclusive UEFA Europa League and UEFA Conference League rights in Norway and Finland.The agreement secures Viaplay a long runway of midweek premium football that underpins subscriptions, advertising and wholesale distribution across its Nordic footprint.Jørgen Madsen Lindemann, Viaplay Group president and CEO, said: “We are very pleased to have extended our partnership with UEFA to almost 40 years with this four year prolongation. "We continue to secure the content that is relevant for our viewers and, at the same time, provides proven commercial potential. That is the case with the rights that we have now extended, so this is a good day.”Viaplay said the Champions League deal in Denmark maintains its status as the only broadcaster to have shown all matches from the competition since it began in 1992.Peter Nørrelund, Viaplay Group EVP and chief sports and business development officer, said: “The UEFA Champions League has always been relevant to our sports offer in Denmark, and the new extended format with the league phase in the Fall has brought even more excitement to the competition.“And the same goes for Norway and Finland where the local teams participating in the Europa and Conference Leagues will add local flavour to our strong portfolio of football rights that includes the English Premier League, FA Cup and Championship amongst others.”The rights renewal is a commercially significant piece of Viaplay’s broader sports proposition, which it positions around a mix of international football and high-frequency premium properties.UEFA club competitions also provide a predictable calendar of inventory that supports multi-season partner commitments, shoulder programming, highlights distribution and cross-promotion across entertainment content.Securing rights from autumn 2027 gives Viaplay more certainty on acquisition costs and product planning at a time when European football packages are increasingly contested by global streaming platforms.The next steps are Viaplay finalising market-by-market distribution plans for the 2027–28 season, including production approach, platform packaging and commercial inventory for advertisers and sponsors.