Nordic Entertainment Group retains F1 rights until 2021
The Nordic Entertainment Group today renewed its exclusive rights deal in Denmark, Norway and Sweden for Formula 1 motor racing for three more seasons.
The new deal includes every practice session, qualifying session and race in the 2019, 2020 and 2021 seasons to be shown live on a combination of NENT Group’s Viaplay streaming service and its free-to-air TV and pay-TV channels.
NENT Group said it will also collaborate with Formula 1 on its new OTT subscription service, F1 TV, which launched ahead of last month's Spanish Grand Prix. NENT Group said it will offer F1 TV from the start of the 2019 season at the latest, providing extended coverage and in-depth race information.
NENT Group was created earlier this year by Modern Times Group, the Sweden-based media company, which announced a plan to split into two companies, Modern Times Group MTG AB and NENT, following the collapse of a proposed deal to merge the broadcast and entertainment assets of MTG with those of TDC, the Danish telecoms operator, after TDC received a takeover approach itself.
Kim Mikkelsen, NENT Group senior vice-president and head of sport, said: “As the Nordic home of motorsport, we’ve been bringing the global Formula 1 spectacle 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 – and fans can look forward to following Kevin Magnussen [the Danish F1 driver], [Sweden's] Marcus Ericsson and many more stars in the years ahead.”
Ian Holmes, Formula 1 director of media rights, added: “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, MTG’s 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.”
Earlier this week, NENT Group acquired media rights to all European Handball Federation club and national team competitions involving Denmark, Norway, Sweden and Finland in a deal with Infront, the Switzerland-based international sports agency owned by China’s Wanda Group, and Perform, the digital sports media group.