Viaplay Secures Long-Term NHL Broadcast Rights in Sweden Through 2031

The Scandinavian media landscape has solidified its commitment to premier North American ice hockey, as streaming giant Viaplay Group has officially extended its exclusive broadcast rights for the National Hockey League (NHL) in Sweden. This strategic renewal ensures that Viaplay will remain the home of the NHL through the conclusion of the 2030-31 season.

This agreement reinforces a long-standing partnership that dates back to 2009. By securing these rights well in advance of the current contract’s expiration at the end of the 2025-26 season, Viaplay maintains its status as the primary destination for Swedish hockey fans looking to follow their compatriots competing at the highest level of the sport.

A Strategic Win for Viaplay and Swedish Fans

The extended deal guarantees that Viaplay will continue to provide comprehensive coverage of the NHL, including the full regular season, the high-stakes post-season playoffs, and extensive highlights from every matchup. For the Swedish market, where hockey remains a cornerstone of the sporting culture, this continuity is vital.

Erik Westberg, Viaplay’s sports director, emphasized the importance of the deal, noting that the network’s history with the league creates a “home ground” atmosphere for fans. “We have been the home of the NHL for many years and are happy to continue showing the world’s best hockey on Viaplay,” Westberg stated. “It feels hotter than ever with big stars and future Swedish players knocking on the door.”

The Swedish Influence in the NHL

The popularity of the NHL in Sweden is fueled by an extraordinary pipeline of talent. Swedish players continue to be among the most influential figures in the league, serving as both veteran leaders and emerging superstars. Currently, household names such as William Nylander, Victor Hedman, Erik Karlsson, and Rasmus Dahlin dominate the ice, drawing significant viewership from their home country.

The continued investment by Viaplay reflects the ongoing demand for premium sports content that features local heroes performing on the global stage. As the NHL continues to expand its international footprint, the ability to watch these athletes in prime time—or via on-demand streaming—remains a key driver for subscriber retention in the Nordic region.

Key Takeaways of the Agreement

• Duration: The partnership is extended through the 2030-31 NHL season.
• Scope: Includes all regular-season games, playoff matches, and comprehensive highlights.
• Market Stability: Viaplay maintains its decade-plus relationship with the league, providing consistency for Swedish viewers.
• Talent Pipeline: The deal leverages the strong interest in Swedish stars like Victor Hedman and Rasmus Dahlin.

Global Broadcasting Context

While Viaplay holds the rights in Sweden, the NHL’s broadcast landscape remains fragmented globally. In the United States, the league utilizes a multi-platform approach with rights held by The Walt Disney Company (ESPN/ABC) and Warner Bros. Discovery (TNT/Max). Meanwhile, in Canada, the broadcasting rights are held by Rogers Communications, which provides extensive coverage across the country.

As the 2025-26 season approaches, the focus for the NHL remains on maximizing engagement. Recent reports indicate a surge in viewership for the playoffs, suggesting that the sport’s popularity is trending upward. By locking in its primary Scandinavian partner now, the NHL ensures that its growth in the European market remains stable and supported by a platform with deep local expertise.

Frequently Asked Questions

Will the coverage include all NHL games?

Yes, Viaplay’s agreement covers the full regular season and the post-season playoffs, ensuring fans have access to all matches involving their favorite teams, and players.

When does the new contract officially begin?

The new agreement effectively extends the existing partnership, which runs through the 2025-26 season, keeping the rights with Viaplay through the 2030-31 campaign.

Why is this deal significant for Swedish hockey?

Sweden consistently produces some of the most talented players in the NHL. Having a dedicated, long-term broadcast partner allows for localized storytelling and consistent access that helps grow the sport’s profile within Sweden.