Viaplay Group Secures Long Term EFL Championship Rights to Deliver Complete English Football Coverage Across the Nordics

EDITORIAL USE ONLY No use with unauthorised audio, video, data, fixture lists, club/league logos or “live” services. Online in-match use limited to 120 images, no video emulation. No use in betting, games or single club/league/player publications.
Mandatory Credit: Photo by James Marsh/Shutterstock (15927915cq)
Jannik Vestergaard of Leicester City.
Southampton v Leicester City, Sky Bet Championship, Football, St Mary’s Stadium, Southampton, UK – 25 Nov 2025

(IN BRIEF) Viaplay Group has signed a multi-year agreement to retain exclusive Nordic broadcast rights to the EFL Championship until 2028, allowing the platform to stream every match live, including the Play-Offs at Wembley. The deal adds to Viaplay’s existing rights to the Premier League, FA Cup, and Carabao Cup, giving fans comprehensive access to English football competitions in one place. With the Championship’s strong international following and historic clubs attracting Nordic audiences, the partnership supports both Viaplay’s strategy to expand premium sports offerings and the EFL’s ambition to grow its global reach through enhanced visibility and localized coverage.

(PRESS RELEASE) STOCKHOLM, 20-Feb-2026 — /EuropaWire/ — Viaplay Group has expanded its football offering by securing exclusive broadcast rights to the English Football League (EFL) Championship across all Nordic markets through a new multi-year agreement. The deal guarantees that supporters throughout the region will be able to stream every Championship fixture live, further strengthening Viaplay’s already comprehensive coverage of English football.

The renewed partnership ensures that the Viaplay streaming platform will remain the home of the EFL Championship in the Nordics through 2028. Subscribers will have access to the full season schedule, including the decisive Play-Off Semi-Finals and the renowned Play-Off Final at Wembley Stadium, widely regarded as one of the most significant and high-value matches in global football.

As Europe’s fourth most-watched football division, the Championship continues to draw millions of viewers each year. The league’s 24 clubs include several historic sides with strong followings in the Nordic region, such as Middlesbrough, Coventry City, Ipswich Town, Hull City, Queens Park Rangers, Stoke City, Southampton, Leicester City, and Millwall. Each campaign delivers intense competition, with two teams earning automatic promotion to the Premier League and a third securing elevation through the dramatic Play-Off Final.

Viaplay Group highlighted that the acquisition reinforces its long-term strategy to deliver premium football content to Nordic audiences. With rights already spanning the Premier League, FA Cup, and Carabao Cup, the addition of the full Championship schedule ensures fans can follow the complete journey of English football, from promotion battles to cup competitions.

The EFL also views the agreement as an opportunity to further grow its audience in Northern Europe, building on increasing international interest in its competitions. The collaboration is expected to deepen engagement among Nordic supporters by providing consistent, high-quality access to matches and storytelling throughout the season.

Coverage on Viaplay will primarily feature English-language commentary, while selected matches will include commentary tailored to local audiences, enhancing accessibility and viewer connection in each Nordic country.

By integrating the EFL Championship into its portfolio alongside selected League One and League Two fixtures and the season-ending Play-Offs, Viaplay Group continues to position itself as the central destination for English football across the Nordic region.

About Viaplay Group AB (publ)
Viaplay Group is the Nordic region’s leading entertainment provider. Our Viaplay streaming service is available in every Nordic country, as well as in the Netherlands and our Viaplay Select branded content concept has been added to partner platforms around the world. We also operate TV channels across most of our markets, as well as commercial radio stations in Norway and Sweden. Allente, a leading Nordic provider of TV and broadband services, is part of Viaplay Group and strengthens our position across the Nordic media landscape. Our talented people come to work every day with a shared passion and clear mission to entertain millions of people with our unique offering of locally relevant storytelling, which spans premium live sports, films, series and music. Viaplay Group is listed on Nasdaq Stockholm (`VPLAY B’).

Media Contact:

press@viaplaygroup.com
investors@viaplaygroup.com
press@nentgroup.com

Follow us:
viaplaygroup.com / LinkedIn

Data protection:
To read more about Viaplay Group and data protection, click here

SOURCE: Viaplay Group