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Viaplay secured the rights to Formula 1 for five new years

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Formula 1 will be on Viaplay. Photo: Andy Wong / AP / NTB

Of NTB | 30.04.2024 13:54:34

Culture and entertainment: It is clear after Viaplay has secured the rights to the championship for Norway, Sweden, Denmark, Finland, Iceland and the Netherlands until the 2029 season.

The media giant refers to the agreement as historic, all the while it is the longest ever between Viaplay Group and Formula 1.

Around 70 million viewers worldwide watch each World Cup round, and last year’s season was reportedly watched by a total of 1.5 billion people.

40 per cent of viewers are women, while one in three TV viewers is under 35, and one in three supporters have started following the sport in the last four years. In 2023, Formula 1 was the world’s fastest growing major sports league in social media, for the fourth year in a row.

– Formula 1 has become one of the world’s most popular sports rights because it elevates individual performance, team cooperation and technology to the limit of what is possible and culminates in a fantastic drama on a human and sporting level, says Norwegian CEO Kenneth Andresen of Viaplay Group.

– We have been the home of Formula 1 for many years, and just like the sport’s incredible teams, we are always looking for that extra edge to stay ahead of the competition. Our innovative broadcasts will continue to set new standards, says sporting director Peter Nørrelund.

Formula 1 has secured Viaplay good viewing figures in the Nordics and the Netherlands, among other things as a result of names such as Max Verstappen, Finnish Valtteri Bottas and Danish Kevin Magnussen.

According to Viaplay, Formula 1 now has around four million fans in the Nordics and had a total of five and a half million Nordic viewers in 2023.

(© NTB)

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