Viaplay Group, the Sweden-based media and entertainment company, has entered into a content and endorsement deal with Norwegian soccer star Erling Haaland.
As part of a multi-market partnership, Haaland will feature in an exclusive documentary, Haaland – The Big Decision, that will be shown on Viaplay.
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The 22-year-old, who plays for English soccer giants Manchester City, will also become a Viaplay ambassador in the nine European countries in which it has rights to the top-tier Premier League.
The streaming platform has rights to the Premier League until 2028 in Norway, Sweden, Denmark, Finland, Estonia, Latvia, Lithuania, Poland, and the Netherlands.
Viaplay announced a similar partnership with Formula 1 motor racing world champion Max Verstappen in January to create exclusive content.
Peter Nørrelund, Viaplay Group’s chief sports officer, said sports documentaries “are among Viaplay’s fastest growing content areas.”
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By GlobalDataHaaland signed for Manchester City this summer from German Bundesliga outfit Borussia Dortmund.
His father Alfie, a former Premier League player who also played for the reigning English top-flight champions, will join Viaplay’s Premier League broadcasts as a studio analyst.
