Viaplay and Allente add Premier League to distribution partnership in Norway

Viaplay Group and Nordic TV and broadband provider Allente have added Premier League football to their long-term distribution partnership in Norway. From August, Allente’s customers can enjoy 380 live games from the world’s most popular football league every season through Viaplay Group’s streaming and TV packages.

Allente’s consumer and B2B subscribers will be able to watch the Premier League either as part of Viaplay’s Total streaming package, or through V Premium, a hybrid offering that includes five new premium linear TV channels dedicated to the Premier League, all V sport channels, and Viaplay’s Film & Series streaming package.

Kim Poder, Viaplay Group chief commercial officer, said: “Ensuring that as many Norwegian fans as possible can enjoy Viaplay’s Premier League coverage is a priority for us. Allente has broad reach across this important market, and their customers will now be able to choose between a pure streaming or hybrid product to access Viaplay’s unique sports and entertainment offering.”

Jonas Gustafsson, chief executive officer, Allente, said: “We are excited to continue bringing the Premier League to Norwegian homes, pubs and clubs through the partnership with Viaplay Group. The Premier League is the crown jewel of sports rights in Norway, and the partnership with Viaplay Group fits our strategy to offer premium sports to Norwegian fans perfectly.”

Viaplay Group and Allente have an existing Nordic distribution partnership that covers Viaplay, the premium V sport and V film channels, and local TV channels.

In addition to the Premier League, Viaplay is the Norwegian home of FIS winter sports, Bundesliga, EFL Championship, Carabao Cup, FA Cup, UEFA Europa League and UEFA Europa Conference League, Formula 1, IHF and EHF handball, NHL and much more.