Premier Sports' ex-owner buys back channels

By Neil Wilkes, Editor-in-chief | 01 December 2023

The former owner of Premier Sports buys back the channels from Viaplay after a little over a year.

The former owner of Premier Sports is to buy back the channels after a little over a year, it has emerged.

The subscription service was acquired by Nordic streamer Viaplay for around £30m in late 2022, adopting the new name Viaplay Sports in the UK.

Earlier this year though, the company announced its intent to sell on the asset amid rising debts and a decision to concentrate instead on key markets in Scandinavia and the Netherlands.

The buyback of the channels will see the Premier Sports branding restored in early 2024 once the deal has gone through regulatory approval. It is unclear at present whether the Freesports channel will also return at that time.

Viaplay's portfolio of UK rights includes La Liga, most UEFA national team games, the Scottish League Cup, the NHL and NASCAR.

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