F1 inks new deal with Viaplay Group for Netherlands

Formula One inks deal with Viaplay Group for Netherlands

October 7, 2023

Formula One has announced a new strategic partnership with Viaplay Group, which will see Viaplay’s audience gain full access to F1 TV Pro, which will now be a part of their Viaplay subscriptions. 

The partnership will cover the 2024 Formula One season, allowing the Dutch F1 fans to follow their home hero Max Verstappen, who is a Viaplay ambassador.

The Formula One coverage, which will be provided in the Netherlands through this partnership, will have live races with Dutch commentary, Free Practice and Qualifying sessions as well as studio programmes, documentaries and highlights.

Max Verstappen, Formula 1 World Drivers’ Champion, commented:

Working with Viaplay is hugely enjoyable, and I’m proud of the unique content we deliver together to fans in the Netherlands and around the world. It’s great news that Viaplay and F1 TV Pro are now teaming up and bringing Dutch audiences even closer to the action every race weekend.

Ian Holmes, Director of Media Rights and Content Creation, Formula One, said:

We’re very excited to bring F1 TV Pro to even more fans in the Netherlands thanks to this innovative partnership, which represents a new model for us in the territory. Viaplay subscribers will now be able to complement their existing high-quality F1 experience with F1 TV Pro’s exciting features and vast content library.

Jørgen Madsen Lindemann, CEO and President, Viaplay Group, said:

We’re creating an outstanding sports streaming product that fans across the Netherlands simply cannot miss. Formula 1’s Max Verstappen, the Premier League’s Cody Gakpo, Virgil van Dijk, and Erik ten Hag, three-time PDC world champ Michael van Gerwen and more – Viaplay offers the biggest Dutch personalities in sports, week in, week out. Adding this first-of-its-kind partnership with F1 TV Pro means even more options, immersive racing experiences and insights for our subscribers, and puts us in pole position for the future.

Peter Nørrelund, EVP and Chief Sports & Business Development Officer, Viaplay Group, stated:

The Netherlands is one of the world’s most exciting Formula 1 markets, with a rich motorsport heritage, a local legend rewriting the record books, and millions of passionate and knowledgeable fans. This creates great opportunities for both a broad streaming product such as Viaplay and a specialised service like F1 TV Pro. Working together, with the added support of our partnership with Max Verstappen, is a win-win for supporters and for each platform.

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