Viaplay Group will complete the sale of its UK direct-to-consumer business to SSBL Limited, the company behind Premier Sports, on 4 April.
The transaction, originally announced by Viaplay on 1 December 2023, has now received final clearance from the Irish authorities.
Dublin-based Premier Sports was the previous owner of the UK business until July 2022, before selling to Viaplay for £30 million (€35.2 million) to acquire the UK sports channel. Subsequently, financial pressures led Viaplay to announce a new strategy that would focus on its core business in the Nordics and the Netherlands, and its Viaplay Select operations.
Premier Sports will resume on Sky, Virgin, Amazon Prime and Apple, before launching its own “newly enhanced” streaming service.
The new service will feature 24/7 access to the 2 Premier Sports TV channels plus access to additional live sports.
It has a rights portfolio including La Liga, Scottish Cup, and United Rugby Championship.
