Sweden-based Viaplay Group has completed the sale of its business in the United Kingdom, offloading its assets to the direct-to-consumer brand SSBL, Limited.
The sale to SSBL, which trades as Premier Sports, is part of a broader restructuring of Viaplay’s international business, which includes sales of assets in other countries. The restructuring was first announced last summer.
As part of the U.K. transaction, Viaplay’s channels in the country are likely to return to the Premier Sports brand, which they carried prior to Viaplay’s acquisition several years ago.
Current Viaplay customers in the U.K. will automatically transfer over to Premier Sports, and the current line-up will remain the same, according to officials who announced the sale this week.
Premier Sports will continue to be offered through Sky and Virgin Cable in the country. Meanwhile, Viaplay continues to restructure around a focus on its Nordic-based streaming and entertainment businesses.
