Nordic Entertainment Group, the prominent broadcaster in northern Europe, has expanded its Formula 1 footprint by acquiring rights to the series in Poland, in a three-year deal starting in 2023.

NENT Group has been awarded exclusive rights to the series, which it will showcase on Viaplay, the company’s streaming service, set to launch in Poland this year.

There will be live coverage of every race and practice and qualifying session, and four live rounds per year and highlights of all events will be made available on a free-to-air basis in Poland.

At present, Formula 1 rights in Poland are held by subscription broadcaster Eleven Sports, now almost entirely owned by commercial broadcaster Polsat, in a three-year deal running to the end of the 2022 season.

NENT Group already shows Formula 1 in seven countries – Sweden, Norway, Denmark, Iceland, Estonia, Latvia and Lithuania – and is adding rights in Finland in 2022.

This latest acquisition complements other deals the group has recently secured in Poland, including extending rights to German soccer’s Bundesliga until 2029 and picking up Europe’s Uefa Europa League and new Europa Conference League for three years starting in 2021-22.

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ViaSat is going live in Poland in August priced at PLN34 ($8.92) per month.

Anders Jensen, group president and chief executive of NENT Group, said today: “The turbo-charged thrills of Formula 1 will be an ideal complement to Bundesliga and Uefa club football on Viaplay in Poland, along with our unique range of Viaplay Originals, films and series.

“Our Formula 1 coverage is of the highest quality and we look forward to sharing this with the many Polish fans. This agreement shows once again how NENT Group’s long-term partnerships with rights holders put us in pole position to become the European streaming champion and the market leader in Poland.”

Michaella Snoeck, head of media rights at Formula 1, added: “We are delighted to announce this partnership with NENT Group’s Viaplay streaming service in Poland that will bring sports fans exclusive live coverage of all events across the Formula 1 season including four live races and a full highlights package on a free-to-view basis.

“Our partnership with NENT Group is going from strength to strength and we are very pleased that they will engage fans with their high-quality and in-depth coverage whether at an event or from their studio in Warsaw.”