NENT Group to be home of Alpine & Nordic winter sports

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Nordic Entertainment Group (NENT Group) has acquired the exclusive Nordic media rights to a range of leading winter sports competitions from Infront Sports & Media. The five-year deal, which starts in 2021, secures the hugely popular FIS Alpine Ski World Cup and FIS Cross Country World Cup and much more for NENT Group’s platforms and channels.

The deal also includes the FIS World Ski Championships in 2023 and 2025.

Anders Jensen, NENT Group President and CEO, commented: “This agreement is a major milestone for us. I consider it just as significant as the acquisition of the Ice Hockey World Championship rights in 1989 and the Olympic rights in 2011. From Stenmark, Kalla and Kirvesniemi to Bjørgen and Dæhlie and many more, winter sports have created some of the greatest Nordic sports stars of all time. This addition of winter sports to our platforms, especially Viaplay, once again reinforces NENT Group’s position as the undisputed home of world-class sports experiences in the Nordic region.”

Bruno Marty, Infront’s Senior Vice President Winter Sports, said: “Infront’s DNA is rooted in winter sports and we believe this new agreement goes a long way to securing their future. We know NENT Group will provide an unparalleled distribution across all platforms, delivering a top-quality broadcast on free and pay television and exploiting their vast OTT experience to showcase more of these sports to a far younger audience than ever before.”

Kim Mikkelsen, NENT Group Head of Sport, added: “Every week, winter sports attract millions of viewers across the Nordic region. We will bring our world-class production, commentary and analysis team to these rights to ensure that viewers get the best possible experience, just as we do with the Ice Hockey World Championships. Now winter sports fans can look forward to more than 500 hours of amazing action every season on the leading broadcast and streaming platforms in the business.”


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