Viaplay Group Secures Exclusive EFL Championship Rights Across the Nordics Until 2028.

Roger Hampel

Image: Viaplay/EFL

Viaplay Group has secured full broadcast rights to the EFL Championship across all Nordic markets under a new multi-year agreement running until 2028.

The deal ensures that every Championship fixture will be available live on Viaplay’s streaming platform in Sweden, Norway, Denmark, Finland and Iceland. The package includes the full regular season, Play-Off Semi-Finals and the Play-Off Final at Wembley Stadium — widely regarded as one of the most commercially valuable matches in global football due to its promotion implications.

Consolidating English Football Portfolio in the Nordics Viaplay Group

The agreement strengthens Viaplay’s broader English football rights portfolio, which already includes the Premier League, FA Cup, EFL Cup (Carabao Cup), as well as selected matches from League One and League Two.

By adding full Championship coverage, Viaplay consolidates its position as a single-platform destination for English football content in the region — a strategy aimed at subscription retention and cross-competition bundling within its OTT model.

The EFL Championship remains Europe’s fourth most-watched domestic football division and features 24 clubs competing for Premier League promotion. The promotion mechanism — two automatic spots plus a high-stakes play-off route — underpins the league’s global commercial appeal.

Executive Comments

Peter Nørrelund, Viaplay Group EVP & Chief Sports & Business Development Officer, described the Championship as central to delivering comprehensive English football coverage across the Nordics.

Ben Wright, Chief Commercial Officer at the EFL, emphasised the league’s continued international expansion and the importance of long-term broadcast partnerships in growing its global footprint.