February 23 – Viaplay Group has secured full broadcast rights to the EFL Championship across all Nordic markets under a new multi-year agreement running through 2028.
Every Championship match will be shown live on Viaplay’s streaming platform in Sweden, Norway, Denmark, Finland, and Iceland, with coverage spanning the entire regular season, the Play-Off Semi-Finals, and the Play-Off Final at Wembley Stadium.
English football has always been popular throughout the Nordic region, and that popularity has translated into the streaming era.
The agreement strengthens Viaplay’s English football portfolio, which already includes the Premier League, the FA Cup, and the EFL Cup. With full Championship rights now added, Viaplay has positioned itself as a single-platform destination for English football.
Ben Wright, EFL Chief Commercial Officer, said: “With the support of our partners, we have been able to significantly grow the League’s global footprint and fanbase over recent years, and look forward to working more closely with the team at Viaplay Group in the Nordics.”
Peter Nørrelund, EVP and Chief Sports & Business Development Officer at Viaplay Group, said the Championship is central to delivering comprehensive English football coverage for Nordic audiences.
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