NENT Group expands UFC rights deal into Iceland
Nordic Entertainment Group, the regional media giant, has expanded its UFC rights deal to cover Iceland, following the launch of its Viaplay streaming service in the country earlier this year.
NENT Group holds rights to UFC across the Nordic region in a two-year deal that expires at the end of 2021.
Viaplay went live in Iceland on 1 April, with 8 per cent of the country's households already subscribing to a films and series or total (films, series and sports) package, NENT Group said today. The total package costs IsK1599 per month ($11.63) per month.
UFC coverage in the country will begin in the early hours of 30 August with UFC Fight Night: Smith versus Rakic.
Every UFC event will be streamed live on Viaplay in Iceland this year, as well as preliminary cards when there is a Nordic athlete competing such as Icelandic welterweight Gunnar Nelson (pictured).
Kim Mikkelsen, NENT Group head of sport, said: “Viaplay’s launch in Iceland has been very successful and we now have even more premium sports to offer. With over 300 million fans worldwide, UFC is the pinnacle of MMA and Icelandic fans will enjoy a front-row seat as Gunnar Nelson takes on the world with his black belt Brazilian jiu-jitsu skills and global superstars like Khabib Nurmagomedov continue to write UFC history. Viaplay is now the home of UFC in every Nordic country, and is without question the main event when it comes to live streamed sports.”
David Shaw, UFC senior vice-president international and content, added: “UFC has had a very successful partnership with NENT Group over the years, and we are thrilled to be adding Iceland to complete their Nordic coverage of UFC. We have some incredibly passionate fans in the Icelandic region, and we are looking forward to bringing them some blockbuster events in the coming months.”
Also in Iceland, NENT Group holds rights to the top soccer leagues from Germany, Denmark, Sweden, Scotland and the Netherlands, Formula 1 and Nascar motor racing, Germany's top-tier Handball Bundesliga, North America's Major League Baseball and women's tennis' WTA Tour.