Nordic Entertainment secures Formula 1 live rights extension

Nordic Entertainment Group (NENT) has reached an agreement to extend its exclusive media rights to Formula 1 in Denmark, Norway and Sweden until 2021. Under the terms of the agreement, it will offer every practice session, qualifier and race live via a combination of NENT Group’s Viaplay streaming service and its free TV and pay TV channels, with full commentary and analysis in local languages.

Anders Jensen, NENT Group president and CEO commented: “Formula 1 is one of the world’s most exhilarating sports experiences and NENT Group is the Nordic region’s leading entertainment provider – so extending our long-term partnership is a natural step. We’re delighted to continue offering fans a front row seat at the fastest show on Earth on the best platforms in the business.”

Kim Mikkelsen, NENT Group SVP and head of sport added: “We’ve been bringing Formula 1 to viewers in Denmark, Norway and Sweden since 2005. We’ve fine-tuned an exceptional product – with the very best local commentary and analysis from grid to podium.”

The deal was done with Formula 1 director of media rights Ian Holmes, who said: “We have worked with MTG for more than a decade and they have continued to provide fantastic coverage of Formula 1. As the leading and most innovative entertainment company in the Nordic region, NENT Group is the right home for F1 racing. We look forward to continuing our relationship and working collaboratively with them on the F1 TV Pro OTT service and, in so doing, taking our partnership to new levels in the coming years.”

In addition, NENT Group and Formula 1 revealed that they will offer an additional streaming service from the start of the 2019 season at the latest. The service will provide extended coverage and in-depth race information to the most dedicated Formula 1 fans.

NENT is a market leader in motor sports in the Nordic region. Further rights include NASCAR, V8 Supercars, MotoGP and speedway (Nordic region); and Formula 2, Porsche Supercup, Race of Champions and Formula Renault Eurocup (Denmark, Norway and Sweden).