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Viaplay adds EFL rights in Nordic and Baltic countries to its growing portfolio

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The live streaming platform has signed an exclusive deal with the English Football League

Viaplay has reached an agreement with the English Football League to show coverage of the EFL Sky Bet Championship and Carabao Cup in 10 European nations exclusively via live streaming.

This is yet another coup for the Swedish media company after they recently acquired the domestic rights to show UEFA matches involving Scotland, Wales and Northern Ireland in the United Kingdom.

Viaplay Group, formerly NENT, are making waves in the sports rights business as their live streaming platform Viaplay gobbles up the rights to several of football's biggest competitions throughout the contintent.

This latest deal will see the streaming platform show more than 180 live matches from the Championship and the League Cup in every Nordic and Baltic country, as well as Poland and the Netherlands. The agreement kicks in from the start of next season (2022/23) and will include coverage of the Championship play off semi finals and final.

Despite holding rights to the League Cup (Carabao Cup) final, which in its last two editions has featured this season's Premier League top four - Manchester City, Liverpool, Chelsea and Tottenham Hotspur, the most exciting EFL game to which Viaplay now own the rights is more likely to be the Championship final, which is often dubbed the "most expensive game in football".

The winner of the the Championship playoff final gains promotion to the Premier League and thus millions of pounds in TV revenues. It's about as high stakes as a domestic football match can get financially.

Even before the final, the regular Championship season itself is immensely popular. Despite being England's second tier, the Championship is the fourth most-watched league in Europe, meaning Viaplay have picked up a very popular product.

Through this deal, EFL fans in the following countries will now be able to watch their favourite teams exclusively via live streaming:  Sweden, Norway, Finland, Denmark, Iceland, Estonia, Latvia, Lithuana, Poland and the Netherlands.

Viaplay once specialised in bringing live sport to fans in the Nordic countries only but is now breaking out into markets across Europe, including in the UK with its recent UEFA deal.

Peter Nørrelund, Viaplay Group's Chief Sports Officer said of the deal:

“Sports fans everywhere know there’s nothing like English football. Its blend of skills, passion, tradition and unpredictability makes it a winner, on and off the pitch. Viaplay already holds Premier League rights in nine countries. Securing the EFL Championship and Carabao Cup in this long-term partnership means we can offer fans great value as the home of English football, all on a single world-class platform.”

Trevor Birch, EFL CEO added:

“The EFL plays a vital role in the English football pyramid and our competitions continue to have vast global appeal, attracting tens of millions of supporters every year both on screen and through the turnstiles. Our heritage and competitiveness are unrivalled in League football and we are delighted to partner with Viaplay in 10 countries across Europe so fans can enjoy the EFL story and follow every twist and turn of the new season.”

Viaplay continue to make ground in the live streaming sports rights business, as coverage of football moves increasingly online.

Stick around for more football news and football live streaming.

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