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Premier Sports Set to Repurchase UK Business from Viaplay Group



Premier Sports, known for its extensive rights portfolio covering La Liga, the Scottish Cup, and the United Rugby Championship, is set to make a comeback in the UK market after previously selling to Viaplay Group. The acquisition by Viaplay Group, which amounted to £30 million (€35.2 million) in July 2022, has taken a turn as Viaplay faces financial pressures and shifts its strategic focus to the Nordics and the Netherlands, along with its Viaplay Select operations.


In a recent statement, Premier Sports revealed its plans to regain control of the business, pending regulatory approval, and aims to re-enter the UK market in early 2024. The sports broadcaster will resume its presence on platforms like Sky, Virgin, Amazon Prime, and Apple, along with the launch of its own "newly enhanced" streaming service.


The upcoming streaming service is expected to offer 24/7 access to the two Premier Sports TV channels, supplemented by additional live sports content. This move marks Premier Sports' strategic shift to reestablish its foothold in the UK sports streaming landscape.


As part of this development, Viaplay Group rescheduled its Q3 2023 financial results announcement to after the close of trading on NASDAQ Stockholm. This decision is aimed at facilitating ongoing discussions with the Group's major shareholders, debt providers, and bondholders regarding potential recapitalisation initiatives. The evolving situation underscores the dynamic landscape of the sports streaming industry and the strategic decisions being made by key players in response to market dynamics and financial considerations.

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