Formula One renews long-term Viaplay Group deal

Formula One and Viaplay Group have announced a multi-year partnership renewal agreement, which will see the broadcaster continue airing F1 events in the Netherlands and Nordic countries from 2025 to 2029. 

The renewed agreement will cover the Netherlands, Denmark, Finland, Iceland, Norway, and Sweden, ensuring fans are able to catch all the Practice, Qualifying, Sprint, and main races of the season via Viaplay platforms.

The deal will also see F1 and Viaplay Group continue their partnership in the Netherlands, with the latter’s customers enjoying access to F1 TV Pro as part of their Viaplay subscriptions.

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

“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 fan base 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, stated:

“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, added:

“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.“