Viaplay extends EPL Norwegian reach with Allente and Altibox deals

Nordic streamer Viaplay Group and pay TV and broadband provider Allente have added Premier League football to their long-term distribution partnership in Norway.

From August, Allente’s customers will be able to watch 380 live games from the league every season through Viaplay Group’s streaming and TV packages, including the debut of Norwegian player Erling Braut Haaland at Manchester City.

Allente’s consumer and B2B subscribers will be able to watch Premier League either as part of Viaplay’s Total streaming package, or through V Premium, a hybrid offering that includes five new premium linear TV channels dedicated to Premier League, all V sport channels, and Viaplay’s Film & Series streaming package.

Viaplay Group and Allente have an existing Nordic distribution partnership that covers Viaplay, the premium V sport and V film channels, and local TV channels.

Allente, which grew out of the merger of Viasat Consumer and Telenor-owned Canal Digital, is 50% owned by Viaplay Group, with Telenor owning the other 50%.

Kim Poder, Viaplay Group chief commercial officer, said: “Ensuring that as many Norwegian fans as possible can enjoy Viaplay’s Premier League coverage is a priority for us. Allente have broad reach across this important market, and their customers will now be able to choose between a pure streaming or hybrid product to access Viaplay’s unique sports and entertainment offering.”

Jonas Gustafsson, CEO, Allente: “We are excited to continue bringing Premier League to Norwegian homes, pubs and clubs through the partnership with Viaplay Group. Premier League is the crown jewel of sports rights in Norway, and the partnership with Viaplay Group fits our strategy to offer premium sports to Norwegian fans perfectly.”

Separately, Viaplay Group and Norwegian TV, streaming and broadband provider Altibox have agreed a multi-year expansion of their distribution partnership. The Viaplay streaming service will remain broadly available to Altibox customers, who will now also have the possibility of following Viasat’s 380 live Premier League games every season when Viaplay Group’s Norwegian coverage kicks off in August.

Altibox viewers will be able to watch the Premier League through V Premium and the Film & Series streaming package.

Altibox will continue to offer Viaplay Group’s V sport and V film channels, and Norwegian channels TV3, V4 and TV6. Viaplay Group’s content will be available through Altibox’s point-based multichoice streaming and TV offering, or through add-on subscriptions.