Premier Sports has reached an agreement to repurchase Viaplay’s UK sports business, a division it had sold to Viaplay in 2022 for £30 million. [Sports Business]

This reacquisition, speculated to be at a significantly lower cost than the original selling price, marks a surprising reversal in the business strategies of both companies.

The deal, which effectively undoes the past 16 months of Viaplay’s ownership, raises questions about the future branding and structure of the sports broadcasting service in the UK. Despite the change in ownership, the rebranding to Premier Sports will not take place immediately. It’s been clarified that the transition won’t occur until 2024, meaning Viaplay will continue to be the broadcaster for the time being, including for upcoming major events like the final of the sports cup they sponsor.

Not that it matters to Celtic too much after the Hoops were knocked out of the Viaplay Cup by Kilmarnock.

20th August 2023; Rugby Park, Kilmarnock, Scotland: Scottish Viaplay Cup Football, Kilmarnock versus Celtic;

As for the speculation around the naming of the cup and the branding of the service, nothing has been officially announced yet. There’s a possibility that the Viaplay brand might be retained even under Premier Sports’ ownership, but this remains uncertain until a formal declaration is made.



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