Viaplay extends UEFA football rights
April 30, 2026
Viaplay Group has extended its exclusive rights to men’s UEFA Champions League football in Denmark, and the exclusive rights to the UEFA Europa League and UEFA Conference League in Norway and Finland, for four years to 2031.
Jørgen Madsen Lindemann, Viaplay Group President and CEO, commented: “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.”
Peter Nørrelund, Viaplay Group EVP and Chief Sports & Business Development Officer, added: “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.”
Viaplay Group’s sports portfolio includes English Premier League, Swedish National Team football matches and Danish Superliga football, Formula 1, NHL ice hockey, EHF handball, golf majors and more.
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