Formula 1® and Viaplay Group agree long-term partnership to exclusively broadcast F1 in the Netherlands and Nordic countries

Formula 1® and Viaplay Group have today announced a new long-term partnership, which will see the broadcaster continue to exclusively show F1 in the Netherlands and Nordic countries from 2025 until 2029 inclusive.  

The multi-year renewal, which covers the Netherlands, Denmark, Finland, Iceland, Norway, and Sweden will ensure fans have access to all practice and qualifying sessions, F1 Sprint events, and Grands Prix of the FIA Formula One World Championship™ live across Viaplay Group platforms.

With expert analysis, local language commentators and exclusive content, including documentaries on three-time World Champion and Viaplay ambassador, Max Verstappen, the group’s coverage of F1 has consistently broken viewership records, and appetite in the markets for the sport continues to grow. Last year, there were approximately 12 million unique television viewers in the Netherlands, an increase of 35%, and almost 5.5m unique viewers tuned in across Denmark, Finland, Norway, and Sweden.  

Under the renewed agreement, F1 and Viaplay Group will continue their strategic partnership in the Netherlands that allows customers to access F1 TV Pro as part of their Viaplay subscriptions, as well as Viaplay’s full line-up of premium sports, films, and series. Through F1 TV Pro, customers have access to additional features such as international commentary, multiple onboard cameras, Pit Lane and Paddock feeds, and in-race radio transmissions.

Ian Holmes, Director of Media Rights and Content Creation of Formula 1 said:

“Formula 1 and Viaplay Group share a joint vision to create a world-class broadcast experience which brings our fans the drama and excitement of F1. It’s because of this dedication to quality programming that we have consistently seen Viaplay’s viewership increase year on year amongst a passionate fanbase which only continues to grow. This historic deal, also incorporating F1 TV Pro, F1’s own streaming, offering will see F1 and Viaplay continue to push the boundaries of innovation, so our fans never miss a moment of wheel-to-wheel action for years to come.”

Max Verstappen, 2023 FIA Formula 1 World Drivers’ Champion and Viaplay Ambassador said:

“I am thrilled that Viaplay have made this long-term deal with Formula 1. Just like me, they strive to be the best, so we are looking forward to continuing our successful partnership. It’s great to collaborate with Viaplay in bringing my on-track performances to viewers.”

Jørgen Madsen Lindemann, Viaplay Group President and CEO said:

“Formula 1 is more than a sport – it’s a global phenomenon that spans streaming, Hollywood, social media and beyond, and fascinates fans of all ages and backgrounds throughout the year. We are proud to renew our partnership with Formula 1 in our longest agreement so far. This shows Viaplay Group’s commitment to competing for the long term and growing profitably in the Netherlands and Nordics, and to offering our viewers the most attractive and relevant content available anywhere.”

Peter Nørrelund, Viaplay Group EVP and Chief Sports and Business Development Officer said:

“We have been home to Formula 1 for many years and just like the sports’ incredible teams, we’re always looking for that extra edge to keep us in front. Our innovative broadcasts will continue to set new standards. Every weekend – from the paddock to the pitlane and of course every inch of the track – the knowledgeable and passionate Dutch and Nordic fans can look forward to the best coverage of the most breathtaking show on Earth on Viaplay.”