Nordic Entertainment Group (NENT) has acquired the Polish broadcasting rights for the German Bundesliga ahead of the launch of its brand-new streaming service, Viaplay.
The deal will see the over-the-top (OTT) platform broadcast live matches from the top flight of German football as well as the second division competition 2.Bundesliga as of August 2021, when Viaplay will be rolled out across Poland, until the end of the 2024/25 season.
The agreement was signed off by the German Football League’s Bundesliga International media rights arm.
The Scandinavian media and entertainment company have moved outside of their territory into the Baltic region by launching Viaplay, as announced earlier this year in May. According to a statement released by NENT, “25 per cent of Poland’s 13.8m households have a streaming subscription, and this number is expected to grow to well over 40% in 2025, with the current average of 1.5 subscriptions per household also expected to increase.”
Robert Klein, Bundesliga International’s chief executive said: “Polish sports fans have a deep-rooted passion for the Bundesliga, developed over the years thanks to the number of high-quality players that have come from Poland.
“Our partnership with NENT Group goes from strength to strength and we are extremely pleased that the Bundesliga will be one of Viaplay’s marquee offerings.”
NENT’s president and chief executive Anders Jensen added: “Bundesliga is the triple-A sports right in Poland and this agreement reveals our ambitions for Viaplay in this fast-growing market.”
According to figures from the Bundesliga, there are in total 4.6 million Polish supporters of the German league based in Poland, suggesting the significance of this purchase of the rights by NENT in relation to the success they aspire to have with their latest venture.
Author: Jake Wilkin