Nent gets into gear with Formula 1 rights extension | Deals | News | Rapid TV News
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Only days after the company announced its existence, Nordic Entertainment (Nent) Group has reached agreement with Formula 1 regarding the extension of its exclusive media rights to Formula 1 in Denmark, Norway and Sweden.
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Nent will begin trading on 1 July 2018  with what claims will be a portfolio of world class platforms and brands, a unique content ecosystem and a skilled leadership team and will operate a number of platforms and brands. The company’s content offering includes what is claimed to be an ‘unmatched’ portfolio of sports rights, including UEFA Champions League football, the English Premier League, The Championship, and Formula 1 signed when it was still the MTG Group.

The new F1 deal will run until 2021, and will offer fans every practice session, qualifier and race from the world’s most popular motorsport competition over the next three seasons live on a combination of Nent’s Viaplay streaming service and its free and pay-TV channels with full commentary and expert analysis in local languages. In addition, NENT Group and Formula 1 will together offer an additional streaming service from the start of the 2019 season at the latest. The service will provide extended coverage and in-depth race information to the most dedicated Formula 1 fans.

Commenting on the deal, Anders Jensen, Nent group president and CEO said: “Formula 1 is one of the world’s most exhilarating sports experiences and NENT Group is the Nordic region’s leading entertainment provider – so extending our long-term partnership is a natural step. We’re delighted to continue offering fans a front row seat at the fastest show on Earth on the best platforms in the business.”

Ian Holmes, Formula 1 director of media rights added: “We have worked with MTG for more than a decade and they have continued to provide fantastic coverage of Formula 1. As the leading and most innovative entertainment company in the Nordic region, MTG’s Nent Group is the right home for F1 racing. We look forward to continuing our relationship and working collaboratively with them on the F1 TV Pro OTT service and, in so doing, taking our partnership to new levels in the coming years.”