Viaplay CEO Anders Jensen expects sports rights to complement other content in the UK after the company buys Premier Sports.
Jensen clarified that Viaplay does not intend to rely solely on sports to attract subscribers, and sees sports as part of its portfolio alongside its TV and film offerings. With this in mind, the Viaplay chief downplayed the possibility that his company would be embroiled in a battle for Premier League rights in the near future.
The Premier League last year renewed rights deals with Sky Sports, BT Sports, Prime Video and the BBC without an auction. The impact of the pandemic was cited as a reason to avoid competing for a contract running until the end of the 2024/25 season.
The acquisition of Premier Sports adds La Liga, Scottish Cup, Scottish League Cup UEFA National Team football and Coppa Italia football until 2024. United Rugby Championship, Rugby Football League, Top 14 Rugby. NASCAR Motorsports; Elite Ice Hockey League to Viaplay’s UK portfolio, which already included UEFA National Team Soccer, Ice Hockey, Mixed Martial Arts, Skating, Handball, Volleyball, Track and Field and Snowboard from 2024 to 2028.
jensen said broadcasting sports: “Based on our starting point and our return-generating ambition, no, it’s not very appealing to start thinking about the English Premier League. Unless you’re an established player like Sky or someone else. I don’t think it’s a proven model. I think there are other ways to create value for consumers.”
Instead, Jensen wants Viaplay to use sports to complement its existing entertainment content. This is a very strong proposition, but it is not just limited to sports, as sports rights come and go. You have to be able to say no if it gets too high. It’s a portfolio you manage. “
He added: So I don’t think sports will be the next battlefield. I think it’s a matter of carving out a position within the sport that makes you unique.What sets us apart is the combination of unique original content and sport. “
Speaking of Premier Sports’ specific UK rights, its highlights include UEFA men’s national football teams such as Scotland, Northern Ireland and the Republic of Ireland, as well as LaLiga. Jensen described his Viaplay strategy as follows: A charming mix. Mentioned UEFA rights acquired from 2024 [and Premier Sports has until then]So from this fall, and for most of this decade, this will be with us. We have been able to work with national teams from Northern Ireland, Wales and Scotland in great ways.
“La Liga is very complementary to that, which has just been relaunched by premier sports, but it also has rugby, it has niche sports like winter sports, and that’s where we’re based. , makes us very unique in a world where the Premier League isn’t everything.
“It is very cost effective and I think it will be very important in the years to come when household budgets are under pressure. If you have access to everything you can do, it will be an added value if households want to divert their money to more uses.In times of financial depression.”
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