NENT and UFC prolong media rights deal in Nordic region
Nordic Entertainment Group, the regional media giant, has today retained exclusive media rights to UFC, the international mixed martial arts series owned by Endeavor, in a multi-year agreement.
Viaplay, NENT’s streaming service, will continue to exclusively show all UFC events, and certain ones will also be available on the group’s free-to-air and pay-TV channels.
UFC Fight Nights will be streamed live on Viaplay, as well as UFC numbered events (nights that are scheduled for pay-per-view). The first numbered event covered by the new contract will be UFC 246 on 18 January, for which pay-TV pricing will be “confirmed in due course."
All preliminary bouts featuring a Nordic fighter will also be shown live.
Kim Mikkelsen, head of sport at NENT Group, said: “Our UFC coverage includes high-quality, local-language commentary from every gala and has thrilled both new and established fight fans. Viaplay is in a weight class of its own when it comes to live streamed sports.”
David Shaw, senior vice-president at UFC, added: “NENT Group have been fantastic partners. They provide an incredible platform for our Nordic and international UFC superstars, and we share a common goal to help build the sport of MMA across the region.”
NENT has already provided coverage of various high-profile UFC fights in the region, including the bout between returning icon Conor McGregor (who had spent two years away from UFC) and Khabib Nurmagomedov in October 2018. That bout was available as a pay-per-view option on Viaplay.
In recent months, NENT has secured rights deals in women’s soccer, boxing, skiing and ice hockey.