Viaplay will not “overinvest” in a UK arms race for sports rights after agreeing its £30m (€35.2m/$35.9m) acquisition of pay-television broadcaster Premier Sports, according to Anders Jensen, the subscription streaming group’s president and chief executive.
By striking a takeover deal for Premier Sports, Viaplay will supplement its existing UK rights with the likes of football’s LaLiga, Scottish Cup and Scottish League Cup, rugby union’s United Rugby Championship, rugby league’s Rugby Football League and the UK’s Elite Ice Hockey League.
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