Max Verstappen agrees Viaplay content partnership

Nent-owned platform to produce documentary programming about Red Bull driver’s life.

Max Verstappen agrees Viaplay content partnership

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  • Jos Verstappen, the driver’s father, to join platform Dutch analyst team
  • Deal sees driver become Viaplay ambassador ahead of Dutch service launch
  • Viaplay to air F1 in the Netherlands from start of 2022 season

Reigning Formula One drivers’ champion Max Verstappen has entered a partnership with Nordic Entertainment (Nent) Group-owned streaming service Viaplay.

As part of the deal, Viaplay subscribers across all territories will have access to exclusive documentary programming detailing Verstappen's on and off track life.

Viaplay is set to launch in the Verstappen’s Dutch homeland on 1st March 2022 and having secured a three-year deal to air the global motorsport series - reportedly worth as much as €30 million (US$36.6 million) a year - Nent is placing huge emphasis on its Formula One content.

In addition to becoming a key marketing asset for Viaplay in the Netherlands, Verstappen will become an ambassador for the platform in all markets where the streaming service has the rights to broadcast Formula One. These include Denmark, Estonia, Iceland, Latvia, Lithuania, Norway and Sweden, as well as Poland from 2023.

The partnership also sees Jos Verstappen, the former Formula One driver and father of Max, join Viaplay's analyst team.

"I am really looking forward to this exciting partnership with Viaplay, as our ambitions to be the best in our fields match each other," said Max Verstappen.

"It will be great to work with Viaplay’s professional on-site reporters like David Coulthard, Mika Häkkinen and Tom Kristensen. I’m sure their experience as former top drivers will be a great asset.

"Viaplay might be new to the Dutch viewers, but is a proven international online video streaming service. It is amazing that I will be able to reach lots of fans with the unique content that we are going to create together."

Anders Jensen, Nent president and chief executive, added: "Max Verstappen and Viaplay are a perfect fit.

"We are a world leader in streaming sports, where we are well on our way to showing more than 100,000 live hours every year from an unmatched rights portfolio, while Max’s thrilling skills have taken him to the top as the 34th world drivers’ champion.

"We’re both ready to accelerate even further. We look forward to working closely with this talented and charismatic superstar."