Viaplay Group has sold its UK direct-to-consumer (DTC) business to SSBL Limited, the company behind Premier Sports.

The proposed transaction was announced by Viaplay last December and has now received final clearance from the Irish authorities.

3. Viaplay

Viaplay Group has sold its DTC business to SSBL Limited

Dublin-based Premier Sports was the previous owner of the UK business, which comprises a streaming service and two linear TV channels.

Viaplay’s sports customer subscriptions will be automatically transferred to Premier Sports, with the sports content line-up remaining unchanged.

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Crisis-hit Swedish streaming group Viaplay announced last year that it would focus on its core Nordic markets.

Premier Sports will rebrand Viaplay Sports 1 and 2 under its own name, and will return to Sky, Virgin, Amazon Prime and Apple on 9th April, as well as launching an enhanced streaming service.

Premier Sports has a rights portfolio that includes La Liga, the Scottish FA Cup, Scottish League Cup, Scotland’s national team games, United Rugby Championship, NHL and NASCAR.

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