Newly minted 2021 FIA Formula 1 Champion, Max Verstappen, has announced a new partnership with Nordic Entertainment Group’s streaming service Viaplay.
The partnership will allow subscribers exclusive access to content detailing his private life, both on and off track. Additionally, Verstappen will become Viaplay’s ambassador in all markets where it has Formula 1 broadcasting rights, including Denmark, Estonia, Iceland, Latvia, Norway and Sweden, with Poland joining in 2023.
In another bold and unique move, Verstappen’s father and former Formula 1 driver, Jos has also joined the Viaplay team as an analyst giving his opinions during various broadcasts.
“I am really looking forward to this exciting partnership with Viaplay, as our ambitions to be the best in our fields match each other,” said Verstappen after the announcement.
“It will be great to work with Viaplay’s professional on-site reporters like David Coulthard, Mika Häkkinen and Tom Kristensen. I’m sure their experience as former top drivers will be a great asset.
“Viaplay might be new to the Dutch viewers, but is a proven international online video streaming service. It is amazing that I will be able to reach lots of fans with the unique content that we are going to create together.”
In a shock move late last year, the Nordic Entertainment Group (Nent), secured a three-year deal to broadcast Formula 1 in the Netherlands from 2022, reportedly worth €30 million (around £25 million) a year.
Placing great importance on their Formula 1 content, and the soaring popularity of Verstappen, Viaplay will be launching their platform to Verstappen’s fans in the Netherlands on 1 March, 2022.
Commenting about the deal, Nent President and Chief Executive, Anders Jensen, believes the partnership between Formula 1, Verstappen and Viaplay is a perfect fit.
“We are a world leader in streaming sports, where we are well on our way to showing more than 100,000 live hours every year from an unmatched rights portfolio, while Max’s thrilling skills have taken him to the top as the 34th world drivers’ champion,” said Jensen.
“We’re both ready to accelerate even further. We look forward to working closely with this talented and charismatic superstar.”
Given the repeated criticism that the previous incumbents received from both Dutch and other fans, Viaplay should be able to attract an even larger following in Holland, given that they now have the first home-grown F1 champion – and his father – firmly on board.
Clearly content is Nent is spending the money to ensure that not only will they deliver all the racing action to their customers but also that the quality of their non-racing content is second to none.