ExclusiveMedia rights: "We like longer contracts" (Peter Nørrelund, Nent Group)

"We like longer contracts because they give us an opportunity to develop sports properties in partnership with rights owners, rather than needing to renegotiate every other year. These owners recognise the value our approach creates, and this has supported us in securing Premier League to 2028 and Bundesliga to 2029 (in 9 and 10 markets respectively), to give just two examples," said Peter Nørrelund (DEN), EVP & chief sports officer for the Scandinavian free and pay-TV group Nordic Entertainment Group (Nent), to News Tank Football on 21/12/2021.

Nent Group's Viaplay streaming platform is currently available in 10 countries - Norway, Sweden, Finland, Denmark (longstanding markets), Iceland (since April 2020), Estonia, Latvia, Lithuania (March 2021), Poland (August 2021), USA (December 2021) - and will be available in 16 by 2023 - the Netherlands (March 2022), the United Kingdom (second half of 2022), Germany, Austria, Switzerland and Canada (2023).

"Buying rights is one part of the equation; bringing sports to viewers as attractive stories that they want to follow every week is…