The broadcaster, Premier Sports, has announced that it would formally relaunch next week in the United Kingdom, taking over Viaplay’s current activities.
In November of last year, it was announced that Premier Sports would return to the market after reaching a deal to acquire Swedish broadcaster Viaplay, which had acquired Premier Sports in July 2022 with the purpose of rebranding the channels under its own name. Given that Viaplay sponsors and broadcasts the League Cup and also owns the rights to some Scottish Cup matches and qualifiers for Scotland, the news caught the attention of Scottish football fans. Additionally, Viaplay owns the rights to the United Rugby Championship, which includes live streaming of all Edinburgh and Glasgow Warriors league games.
Promotion
Premier Sports disclosed the impact of the shift on its Scottish client base in a press release on Tuesday. The Irish broadcaster intends to keep airing the URC in addition to all of its current football programs.
According to the press release: “Premier Sports is happy to announce that, following Irish media merger control clearance for Premier Sports’ acquisition of Viaplay Group UK Sports, it will relaunch in the UK on April 9th. The excellent content that Premier Sports offers will still be available on the same linear channels on Virgin and Sky. While Premier Sports launches its own, improved streaming service, those who would like stream can keep using Amazon Prime. The new service will become a device-led hub for live sport, offering access to all major content live as well as the two Premier Sports TV networks and LALIGATV around-the-clock.
“Premium Sports will smoothly transfer current Viaplay Sports subscribers after launch on April 9th, and business as normal will continue with all the fantastic content still accessible for viewing on consumers’ favorite platforms. Beginning on April 9, new subscribers can sign up at www.premiersports.com, the new Premier Sports website.
“As Europe’s best teams get ready for Euro 2024, Premier Sports will continue to provide first-rate coverage of the Scottish Cup and the Scottish League Cup, as well as international football matches.” As Jude Bellingham attempts to win his first league championship with Real Madrid, every LALIGA match will be accessible, along with coverage from other European competitions including Coppa Italia and DFB Pokal.
“Every game of the United Rugby Championship is shown live for rugby fans throughout the United Kingdom, including exclusive coverage of Glasgow Warriors and Edinburgh, all home and away games for Ulster, as well as games involving Cardiff, Dragons RFC, Ospreys, and Scarlets. Along with games involving Edinburgh, Ospreys, and Cardiff, Premier Sports’ exclusive coverage of the EPCR Challenge Cup will also include some games from each round of the TOP14. NASCAR, KSW, and NHL are still represented, and new content will be added to offer even more value.
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