Viaplay retains F1 rights in Netherlands and Nordics through 2029

Viaplay, the European media heavyweight, will continue as the home of Formula 1 (F1) in the Netherlands and Nordic countries after agreeing an exclusive new five-year deal with the top motor racing series.

The multi-year renewal, which covers the Netherlands, Denmark, Finland, Iceland, Norway, and Sweden, will run through the 2029 season, and continue to see all practice and qualifying sessions, F1 Sprint events, and grands prix shown live across Viaplay’s platforms.

Coverage will be shown live in the Netherlands and Nordic countries on the Viaplay streaming service, and on the broadcaster’s pay-TV channels in Sweden, Finland, Denmark, and Norway.

The five-year agreement is the longest in Viaplay and F1’s long-running partnership history.

The Swedish media giant’s present deal in the Netherlands, announced in May 2021 – with Viaplay only having gone live in the country in March 2022 – is reportedly worth just over $30 million per year. The new tie-up is reportedly valued at $47 million annually.

Viaplay claims to have broken F1 viewing records year-on-year in the Netherlands and Nordic region, largely due to the presence of home drivers such as Dutchman Max Verstappen, Finland’s Valtteri Bottas, and Denmark’s Kevin Magnussen. Sportcal