Formula 1 has decided to ditch their traditional broadcast partners in Holland, Ziggo Sport, and have now entered into an agreement with Viaplay a streaming service that is part of the larger Nordic Entertainment Group (NENT).
Ziggo who were interested in renewing their broadcasting rights submitted a $20 million offer but ultimately lost out to Viaplay who were able to secure the rights by adding another $10 million to Ziggo's initial offer, which was enough to ultimately swing the bidding war in their favour.
"For the locations where we want to market Viaplay, we are looking for growth opportunities, opportunities to innovate to work together and to be a leader" Anders Jensen the president and CEO of NENT said in an official press release. "The Netherlands meets all those conditions."
"Looking at what we will offer, I am confident that we will have at least 4.5 million subscribers worldwide by the end of 2025. We look forward to announcing more soon."
F1's media director Ian Holmes was also pleased with the agreement adding, "Given the way they embrace Formula 1, I have no doubt that they will properly bring Formula 1 into the living rooms of the people who love Formula 1 in the Netherlands, where the passion has never been as great as it is now."
Information regarding the types of packages on offer and their prices will be announced shortly. F1 TV Pro will continue to remain a viable alternative for fans of the sport in the Netherlands.