F1 and Viaplay sign five-year extension to media rights deal in the Netherlands and Nordics

Broadcaster withdrawing from non-core markets to focus on operations in Nordics and Netherlands as part of wider restructure.
Getty Images

Formula One has agreed a long-term extension with Viaplay Group to continue their exclusive media rights deal in the Netherlands and the Nordics.


  • Five-year extension retains Formula One coverage on Viaplay between 2025 and 2029
  • Customers in the Netherlands will continue to be able to access F1 TV Pro as part of their Viaplay subscriptions


Last year, there were approximately 12 million unique television viewers – an increase of 35 per cent – in the Netherlands as home favourite Max Verstappen eased to his third world title. There was also around 5.5 million unique viewers across Denmark, Finland, Norway and Sweden.

Viaplay has recently restructured to focus on its core markets of the Netherlands and the Nordics, having pulled out of the UK broadcasting market last year. This latest Formula One extension is also separate to its existing deals in Poland and the Baltics, which are set to expire in 2025.


Ian Holmes, director of media rights and content creation at Formula One, said: “Formula One and Viaplay Group share a joint vision to create a world-class broadcast experience which brings our fans the drama and excitement of F1.

“It’s because of this dedication to quality programming that we have consistently seen Viaplay’s viewership increase year on year amongst a passionate fanbase which only continues to grow.

“This historic deal, also incorporating F1 TV Pro, F1’s own streaming offering, will see F1 and Viaplay continue to push the boundaries of innovation, so our fans never miss a moment of wheel-to-wheel action for years to come.”

Coming next:

This extension comes into effect at the start of the 2025 season, with the current deal running until the end of this season.

Go deeper:

Don’t miss the latest news and insights from across the business world of motorsport. Subscribe to the BlackBook Motorsport Weekly newsletter here.


Related content