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Viaplay completes sale of UK-based business

Bye bye Viaplay, hello (again!) Premier Sports.

Bye bye Viaplay, hello (again!) Premier Sports.

The logo of Sweden-based streaming service Viaplay. (Courtesy image)
The logo of Sweden-based streaming service Viaplay. (Courtesy image)

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.

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About the Author:

Matthew Keys

Matthew Keys is a nationally-recognized, award-winning journalist who has covered the business of media, technology, radio and television for more than 11 years. He is the publisher of The Desk and contributes to Know Techie, Digital Content Next and StreamTV Insider. He previously worked for Thomson Reuters, the Walt Disney Company, McNaughton Newspapers and Tribune Broadcasting.
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