After a summer of aggressive sports rights acquisitions, Nordic Entertainment (Nent) Group has bolstered its content in Denmark, picking up rights to Euro 2020.
Nent has announced that all matches from the tournament will be broadcast on its Viaplay streaming service, however if the Danish national team qualify for the tournament, Nent will sublicense matches involving the team to public-service broadcaster DR.
Market experts say Nent has pursued sports rights this year in order to boost its asset values ahead of a public offering in 2019.
Nent has been spun off from media company Modern Times Group, and the two have operated as separate companies since July 1.
Rights to Uefa European Qualifiers and Nations League matches in Denmark, from 2018-19 to 2021-22, were acquired in 2016 by US media company Discovery. A deal for Euro 2020 rights was not completed at the time, due to Uefa seeking more value from the market.