Talpa buys Viaplay Netherlands and will broadcast F1

Talpa Network and Viaplay Group will collaborate. A selection from Viaplay’s sports offering can therefore be seen from April 5 on Viaplay TV, the new name of the Talpa channel SBS9. This concerns Formula 1, darts from the Professional Darts Corporation (PDC) and football matches from the English Premier League and German Bundesliga.

Until now, those programs could be seen on Viaplay. A subscription was required for this. Viaplay – a Swedish company – is in financial trouble.

Frans Klein, Video Director of Talpa Network: “This is a wonderful collaboration for us. Viaplay has a wide range of great content, including live sports. And especially sports that are immensely popular in the Netherlands: Formula 1, darts, football from surrounding countries. We are pleased to be able to offer sports-loving Netherlands a selection of Viaplay sporting events on the open network.”

Viaplay in a press statement:

Viaplay Group and Dutch media company Talpa Network have reached an agreement on a linear TV partnership in the Netherlands. From April 5, Talpa Network’s generally available SBS9 linear TV channel will be rebranded as Viaplay TV and will show select content from the Viaplay streaming service’s portfolio of premium sports. The first live broadcast of Viaplay TV is the second free practice session for the Japanese Grand Prix, with Dutch superstar Max Verstappen. The April schedule includes live Premier League football, highlights from the Chinese Grand Prix and live PDC Premier League Darts in Rotterdam led by three-time world champion Michael van Gerwen.

In addition to selected live sports and replays from Viaplay, Viaplay TV will feature Dutch and international series and films from Talpa Network’s extensive entertainment offering. The channel is available to audiences throughout the Netherlands through all major TV distributors.

Viaplay Group and Talpa Network will share revenue from the partnership.

Viaplay is the Dutch home of hugely popular sports such as Formula 1, Premier League football and PDC darts, in addition to Bundesliga, EFL Championship and Carabao Cup football, Hoofdklasse field hockey, Enfusion kickboxing and more. Viaplay also regularly premieres exclusive sports documentaries, such as the upcoming three-part series ‘Max Verstappen – Off the Beaten Track’.

All Viaplay sports content shown on Viaplay TV will remain fully available on Viaplay.

Peter Nørrelund, Viaplay Group EVP and Chief Sports & Business Development Officer: “Talpa Network is an established Dutch player with excellent reach. This partnership will showcase Viaplay’s premium sports portfolio, which is the most attractive and relevant anywhere in the Netherlands, to a broad audience and new revenue opportunities. With the new Formula 1 season at full speed and a great sporting year ahead, the timing couldn’t be better for Dutch fans.”

Joost Brakel, CEO, Talpa Network: “We are fully committed to our open media strategy and this means that we are constantly looking for opportunities to collaborate with attractive partners. The collaboration with Viaplay Group is illustrative of this, just as we have previously achieved successful have formed alliances with RetailMedia.One and BBC First. We are pleased to be able to bring these hugely popular sports to our viewers.”