The PDC have announced a multi-year broadcast agreement with Nordic Entertainment Group (NENT Group) to broadcast coverage of major events in the Nordics, Baltics, Iceland, and Poland.
All PDC televised tournaments, including the World Darts Championship and Premier League, will be broadcast on NENT Group’s Viaplay streaming service under the terms of the agreement.
The agreement is part of a larger deal with NENT Group to continue coverage to Viaplay viewers in Sweden, Denmark, Norway, and Finland, as well as to broadcast for the first time in Iceland, Poland, Estonia, Latvia, Lithuania, and Poland across the Matchroom portfolio, which includes snooker, pool, ten-pin bowling, and more.
NENT Group has been a long-time broadcast partner of Matchroom in the Nordic region, with year-on-year growth in viewing figures, making it a key partner in NENT Group’s international expansion strategy.
With over 700 hours of coverage annually, NENT’s growth plan with Matchroom sees this as an ideal time to expand the vast portfolio of sports with Viaplay.
Barry Hearn, President of Matchroom, said: “We’re delighted to expand our existing partnership with NENT Group over the next few years, offering sports fans fantastic access to some of the biggest moments in sport.
“NENT Group have been huge supporters of our sports over the years, and we hope this continues to grow.”
Viaplay will also broadcast snooker events, including the World Championship and Champion of Champions as well as Matchroom Multi Sport events such as the Mosconi Cup pool, Weber Cup ten-pin bowling and World Championship of Ping Pong.
Peter Nørrelund, NENT Group Chief Sports Officer, said: “Our vision is to be the European streaming champion, which means Viaplay should offer something for everyone.
“We co-operate closely with Matchroom in the Nordic region and will now bring live coverage of some of Europe’s fastest-growing sports to our newest markets.
“We work continuously with rights holders to develop sports properties together, so this agreement is great news for these sports and their fans across Viaplay’s rapidly expanding footprint.”