Viaplay picks up EFL and League Cup rights in 10 countries 

Viaplay has signed an exclusive streaming deal with the English Football League across 10 countries in Europe.

The streamer will broadcast more than 180 live matches from the EFL Sky Bet Championship and Carabao Cup across every Nordic and Baltic country, Poland and the Netherlands from the 2022/2023 season. This will include the Sky Bet Play-Off Semi-Finals and Finals, with the play-off final often dubbed the “most expensive game in football’.

Despite being the second-tier of English football, the Championship is Europe’s fourth most-watched league, making the rights more valuable than they may initially appear. 

This deal complements the rights that Viaplay holds for the English Premier League across nine countries including Sweden, Finland and Denmark, and will add Norway, Estonia, Latvia, Lithuania, Poland and, from August, the Netherlands.

Peter Nørrelund, Viaplay Group chief sports officer: “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 said: “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.”