NENT Group secures exclusive Formula 1 rights in the Netherlands for Viaplay

Formula 1® has today announced it has signed a three-year deal with Nordic Entertainment Group (NENT Group), the Nordic region’s leading streaming company, to show the FIA Formula One World Championship exclusively on NENT Group’s Viaplay streaming service in the Netherlands from 2022.

In what is a huge year for Formula 1® in the Netherlands, with Max Verstappen looking for a maiden title and the Dutch Grand Prix returning to Zandvoort for the first time in 36 years, the announcement comes as fan interest continues to accelerate in the region. 

Following its launch in the Netherlands early next year, Viaplay will become the exclusive Dutch home of Formula 1® between 2022-2024, and will show all Formula 1® races live, along with every qualifying and free practice session, as well as in-depth coverage from every event and innovative programming from their exclusive studio in Amsterdam. Each year the Dutch Grand Prix will be broadcast live on a free-to-air basis in the Netherlands. Viaplay will additionally make available a total of six races, which shall include the Dutch Grand Prix, on a free-to-view basis as well as a highlights package from all events.

Information on Viaplay’s launch date, pricing and packaging in the Netherlands will be announced in due course. The recently updated F1® TV Pro service will continue to be available for fans in the Netherlands.

Ian Holmes, Director of Media Rights at Formula 1®, said:

“Passion for Formula 1 is at an all-time high in the Netherlands right now and we’re delighted to be expanding our partnership with NENT Group who have been long-standing partners in Scandinavia and other territories. Given their commitment to unparalleled coverage and the promotion of Formula 1, we have no doubt that they will bring fans the sport they love through this exciting new platform. We look forward to seeing the innovative programming NENT Group have planned and cannot wait to return to the Netherlands later this year for the Dutch Grand Prix.”

Anders Jensen, NENT Group President and CEO, said:

“The Netherlands is an ideal market for Viaplay and a very attractive next step towards our ambition of becoming the European streaming champion. Our long-term and multi-market partnerships with key sports rights owners, together with our ever-increasing line-up of original and exclusive content, will enable us to offer Dutch viewers something new and unique. When bringing Viaplay to a new market, we look for clear opportunities to grow, innovate, collaborate and take leadership. The Netherlands delivers on all counts. Given the content offerings that we will now have for our international markets, I am confident that we will at the very least meet our target of 4.5 million international subscribers by the end of 2025. We look forward to sharing further updates in the coming months and at our next Capital Markets Day in late September.”