Viaplay Group, the Sweden-based media and entertainment company, has entered into a content and endorsement deal with Norwegian soccer star Erling Haaland.

As part of a multi-market partnership, Haaland will feature in an exclusive documentary, Haaland – The Big Decision, that will be shown on Viaplay.

The 22-year-old, who plays for English soccer giants Manchester City, will also become a Viaplay ambassador in the nine European countries in which it has rights to the top-tier Premier League.

The streaming platform has rights to the Premier League until 2028 in Norway, Sweden, Denmark, Finland, Estonia, Latvia, Lithuania, Poland, and the Netherlands.

Viaplay announced a similar partnership with Formula 1 motor racing world champion Max Verstappen in January to create exclusive content.

Peter Nørrelund, Viaplay Group’s chief sports officer, said sports documentaries “are among Viaplay’s fastest growing content areas.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Haaland signed for Manchester City this summer from German Bundesliga outfit Borussia Dortmund.

His father Alfie, a former Premier League player who also played for the reigning English top-flight champions, will join Viaplay’s Premier League broadcasts as a studio analyst.