What Happened to Premier Sports (formerly Viaplay Sports UK)?
Premier Sports, a UK and Ireland-based sports broadcaster, was acquired by Viaplay Group in July 2022 and rebranded as Viaplay Sports UK. However, facing significant financial challenges, Viaplay Group decided to exit non-core markets. As a result, Premier Sports reacquired its UK sports broadcasting business in November 2023, completing the deal in April 2024, and has since relaunched under its original brand, continuing to offer a wide range of sports content.
Quick Answer
Premier Sports was acquired by the Nordic streaming giant Viaplay Group in July 2022 and subsequently rebranded as Viaplay Sports UK. However, due to Viaplay's broader financial difficulties and strategic shift to focus on its core Nordic markets, Premier Sports reacquired its UK operations in November 2023. The channels officially reverted to the Premier Sports brand on April 9, 2024, and continue to broadcast a diverse portfolio of live sports, including football, rugby, and ice hockey, as an independent entity in the UK.
📊Key Facts
📅Complete Timeline13 events
Premier Sports Launched
Irish businessman Michael O'Rourke founded Premier Sports, initially to broadcast sports events previously unavailable in Great Britain after the collapse of Setanta Sports.
MSK and MSK Extra Renamed Premier Sports and Premier Sports Extra
The channels MSK and MSK Extra were rebranded as Premier Sports and Premier Sports Extra, solidifying the brand's presence.
Premier Sports Reports 222,000 Subscribers
The company had 222,000 paying subscribers and revenues of £26.4 million in 2021, showcasing its established market position.
Viaplay Group Acquires Premier Sports UK
Viaplay Group announced its acquisition of Premier Sports' UK operations for a reported £30 million, as part of its strategy to enter the UK market.
Premier Sports Rebranded as Viaplay Sports UK
Premier Sports channels in the UK were officially rebranded as Viaplay Sports 1 and 2, with FreeSports becoming Viaplay Xtra.
Viaplay Sports Acquires PDC European Tour Darts Rights
Viaplay Sports became the rights holder for the PDC European Tour of 13 live darts events for the next five seasons, expanding its sports portfolio.
Premier Sports Announces Buyback of UK Business from Viaplay
Amidst financial struggles, Viaplay Group announced its intention to exit non-core markets, leading to Premier Sports agreeing to buy back its UK operations.
Premier Sports Relaunches in the UK
The reacquisition deal was completed, and Premier Sports officially relaunched its channels and an enhanced streaming service under its original brand in the UK.
Scottish League Cup Rebrands as Premier Sports Cup
The Scottish League Cup reverted to being known as the Premier Sports Cup, reflecting Premier Sports' continued sponsorship and broadcast rights.
Viaplay Group Q4 and Full Year 2025 Report
Viaplay Group reported Q4 2025 operating income of SEK -637m and a net loss of SEK -951m, while reiterating 2026 targets for core operations.
Viaplay Group Q1 2026 Interim Report
Viaplay Group reported Q1 2026 net sales of SEK 5,279m and a net loss of SEK -420m, with core operations EBITDA before ACI and IAC of SEK 101m, indicating progress in its transformation plan.
Viaplay Group Q2 2026 Interim Report
Viaplay Group announced Q2 2026 net sales of SEK 5,513m and a net income of SEK 70m, with core operations EBITDA before ACI and IAC increasing to SEK 458m, continuing its financial recovery.
Viaplay Group Q3 2026 Interim Report
Viaplay Group reported Q3 2026 net sales of SEK 5,251m and a net loss of SEK 30m, with core operations EBITDA before ACI and IAC rising to SEK 313m, reaffirming full-year targets.
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🔍Deep Dive Analysis
Premier Sports was founded in 2009 by Irish businessman Michael O'Rourke, initially focusing on broadcasting sports events that became unavailable in Great Britain after the collapse of Setanta Sports. Over the years, it built a significant portfolio of sports rights, including football (La Liga, Scottish Cup, Scottish League Cup), rugby (United Rugby Championship), and ice hockey (NHL).
In July 2022, Viaplay Group, a Nordic streaming and entertainment company, announced its acquisition of Premier Sports' UK operations for a reported £30 million. This move was part of Viaplay's aggressive international expansion strategy, aiming to accelerate its entry into the competitive UK market. The channels were rebranded as Viaplay Sports 1 and 2, and FreeSports became Viaplay Xtra, on November 1, 2022. Viaplay aimed to combine Premier Sports' existing subscriber base and rights with its own content, including UEFA national team football and NHL ice hockey.
However, Viaplay Group soon encountered significant financial difficulties, leading to a major strategic review in mid-2023. The company announced plans to withdraw from non-core markets, including the UK, Poland, and the Baltics, to refocus on its profitable Nordic and Netherlands operations. This decision was driven by substantial losses and a need to improve cash flow and profitability.
As a direct consequence of Viaplay's restructuring, Premier Sports announced in November 2023 that it had agreed to buy back its UK sports broadcasting business from Viaplay. The reacquisition was completed in April 2024, marking a swift return to independent operation for Premier Sports in the UK. On April 9, 2024, the channels officially reverted to the Premier Sports brand, with existing Viaplay Sports subscribers seamlessly transitioning to the relaunched service. The company also launched an enhanced streaming service.
As of November 1, 2026, Premier Sports continues to operate in the UK and Ireland, holding rights to a variety of sports, including La Liga, the Scottish Cup, Scottish League Cup (now known as the Premier Sports Cup), United Rugby Championship, NHL, and NASCAR. Viaplay Group, meanwhile, has continued its broader transformation, focusing on its core Nordic markets and the Netherlands, with Q3 2026 results showing stable organic sales and improved EBITDA, alongside efforts to reduce net debt and achieve double-digit EBITDA margins by 2028.
What If...?
Explore alternate histories. What if Premier Sports (formerly Viaplay Sports UK) made different choices?