Viaplay Group has acquired Premier Sports as it prepares to launch its new UK sports streaming service.
The company has also appointed Edward Breeze as SVP and head of sports UK.
He will join Viaplay Group in October from DAZN, where he is currently EVP Rights. He has previously worked at Perform, Inform and Octagon.
TVBEurope first reported last week that the Nordic company was looking to acquire Premier Sports. The transaction values Premier Sports at £30 million on a cash and debt-free basis.
The acquisition gives Viaplay the rights to La Liga, Scottish Cup, Scottish League Cup and Coppa Italia football; United Rugby Championship, Rugby Football League and Top 14 rugby; NASCAR motorsport; and the Elite Ice Hockey League.
Premier Sports currently has a total of 222,000 paying subscribers to its pay-TV channels Premier Sports 1 and Premier Sports 2 and streaming service Premier Player. The company also operates the advertising-funded TV channel FreeSports.
All Premier Sports platforms will receive Viaplay branding and will continue to be available through existing distribution partners. The content line-up available on the TV channels will, in due course, be expanded to include Viaplay’s broader series and film offering, said the company.
All of Premier Sports’ 23 employees are expected to join Viaplay once the transaction closes.
Viaplay is due to launch its new UK streaming service this autumn.