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Manchester City’s Erling Haaland signs European streaming deal


Manchester City’s new signing, Erling Haaland, has penned a long-term deal with streaming service Viaplay.

Through the partnership the Norway international will star in an exclusive documentary about his career and closely guarded private life. He’ll also become a Viaplay ambassador in the 9 European markets in which it holds Premier League rights.

Haaland – The Big Decision follows the player through this spring, when he was a target for almost every major European club, before joining Manchester City for £51m.

“All my life I’ve watched and supported English football. To be able now to play in the Premier League is a dream come true,” said Erling Haaland.

“Joining up with Premier League rights holders Viaplay in an ambassador role is something I look forward to. I’m sure we’ll have many fun years together.”

His dad, Alfie Haaland, a former City player himself, will join Viaplay’s Premier League broadcasts as an expert studio analyst.

Viaplay has rights to the Premier League until 2028 in Norway, Sweden, Denmark, Finland, Estonia, Latvia, Lithuania, Poland and the Netherlands.

“A Nordic phenomenon stepping onto the global stage – Erling and Viaplay complement each other perfectly. As our partnerships with Formula 1’s Max Verstappen and now the Premier League’s latest superstar make clear, Viaplay not only shows sports’ biggest names in action every week, but brings fans closer to them than anyone else,” added Anders Jensen, Viaplay Group President and CEO.

The Viaplay streaming service is available in every Nordic and Baltic country, Poland, the US and the Netherlands. It launched in the UK in 2022, and it intends to have a market presence in at least 21 countries by the end of 2023.

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