Formula 1, the pinnacle of motorsport, and Viaplay Group, a Swedish media and entertainment company, have announced a renewed multi-year partnership.
As per the renewed agreement, Viaplay bags exclusive rights to broadcast all F1 races, practice and qualifying sessions, and F1 Sprint events live across the Netherlands, Denmark, Finland, Iceland, Norway, and Sweden from 2025 until 2029.
This agreement extends Viaplay’s successful coverage of F1 in these regions. The group’s commitment to expert analysis, local language commentators, and exclusive content, including documentaries featuring three-time World Champion Max Verstappen has driven significant viewership growth. Last year alone, Viaplay witnessed a 35% increase in unique viewers within the Netherlands, reaching a total of 12 million. Similarly, Denmark, Finland, Norway, and Sweden combined saw nearly 5.5 million unique viewers tune in.
Ian Holmes, Director of Media Rights and Content Creation of Formula 1, said, “Formula 1 and Viaplay Group share a joint vision to create a world-class broadcast experience which brings our fans the drama and excitement of F1. It’s because of this dedication to quality programming that we have consistently seen Viaplay’s viewership increase year on year amongst a passionate fanbase which only continues to grow. This historic deal, also incorporating F1 TV Pro, F1’s own streaming, offering will see F1 and Viaplay continue to push the boundaries of innovation, so our fans never miss a moment of wheel-to-wheel action for years to come.”
Max Verstappen, 2023 FIA Formula 1 World Drivers’ Champion and Viaplay Ambassador, said, “I am thrilled that Viaplay have made this long-term deal with Formula 1. Just like me, they strive to be the best, so we are looking forward to continuing our successful partnership. It’s great to collaborate with Viaplay in bringing my on-track performances to viewers.”
Jørgen Madsen Lindemann, Viaplay Group President and CEO, said, “Formula 1 is more than a sport – it’s a global phenomenon that spans streaming, Hollywood, social media and beyond, and fascinates fans of all ages and backgrounds throughout the year. We are proud to renew our partnership with Formula 1 in our longest agreement so far. This shows Viaplay Group’s commitment to competing for the long term and growing profitably in the Netherlands and Nordics, and to offering our viewers the most attractive and relevant content available anywhere.”
Peter Nørrelund, Viaplay Group EVP and Chief Sports and Business Development Officer, said, “We have been home to Formula 1 for many years and just like the sports’ incredible teams, we’re always looking for that extra edge to keep us in front. Our innovative broadcasts will continue to set new standards. Every weekend – from the paddock to the pitlane and of course every inch of the track – the knowledgeable and passionate Dutch and Nordic fans can look forward to the best coverage of the most breathtaking show on Earth on Viaplay.”
Viaplay Group, formerly Nordic Entertainment Group, is a Swedish media and entertainment company on the rise. The Viaplay streaming service offers a strong lineup of content, including acclaimed original series, movies, documentaries, and live sports. Viaplay is available in over a dozen countries across Nordic and Baltic countries, Poland, the Netherlands, the UK, the US and Canada making it a major player in the global streaming market.
This agreement underscores the rising popularity of F1 in these European markets. Additionally, F1 has signed deals with FanCode, beIN Sports and a free ad-supported streaming television (FAST) channel in the United States to pursue a wider global fanbase.
The 2024 season heats up with the upcoming Miami Grand Prix, scheduled for May 3-5, 2024. The reigning champion Max Verstappen leads the driver standings with 110 points, followed closely by teammate, Sergio Perez (85 points), Charles Leclerc (76 points), and Carlos Sainz Jr. (69 points). In the constructor standings, Oracle Red Bull Racing Honda RBPT holds the top spot with 195 points, followed by Scuderia Ferrari (151 points) and McLaren Racing (96 points).