Premier Sports has relaunched in the United Kingdom following the sale of the business by Swedish-based media company Viaplay Group.
All sports fans who were previously subscribed to Viaplay Sports will have their plans converted to Premier Sports this week, and new customers can sign up for a plan directly from the newly-relaunched Premier Sports website.
Premier Sports linear channels will be offered through Sky satellite and streaming platforms, as well as Virgin Cable and Amazon’s Prime Video Channels marketplace.
“We are thrilled to return to the U.K. market and offer our stellar sports portfolio to a loyal and expanding subscriber base,” Richard Sweeney, the CEO of Premier Sports, said in a statement. “This represents a new era for Premier Sports in the development of our business, we’re excited to be back across the U.K. Customers will continue to see the same great line-up of sports talent leading our coverage, and all our usual unmissable live action sport across domestic and international football, rugby, ice hockey, motorsport and martial arts.”
La Liga TV is also returning as a standalone service within Premier Sports, with live La Liga games and related programming offered through the channel. Additionally, the Scottish League Cup will rebrand as the Premier Sports Cup when the new season kicks off in July, the company said.
Viaplay exited the United Kingdom as part of a broader sell-off of certain assets, which was rooted in a restructuring of Viaplay’s business last year. Moving forward, Viaplay intends to focus on its Nordic-based streaming service.
