V Sport
V Sport is a Nordic brand of subscription sports television channels owned by Viaplay Group.
Last updated August 26, 2026
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Overview
V Sport is the shared brand used for a portfolio of subscription sports television channels serving the Nordic countries. The brand is owned by Viaplay Group and was introduced in June 2020 as the successor to the Viasat Sport brand in the wider Nordic market and the Viasport name previously used in Norway. Rather than representing a single channel, V Sport functions as a family brand covering country-specific and sport-specific services, including general sports channels, football channels, golf channels, motor-racing channels, winter-sports channels, premium services, live-event channels and ultra-high-definition outlets. The brand's development follows the restructuring of a Nordic sports-broadcasting operation that originated with Viasat Sport, launched as a pan-Nordic channel in 1999. Over time, the service evolved into a larger portfolio. A Danish channel was introduced in 2002, and additional sports channels were launched in 2004. These channels were progressively refocused around football, motor sport and contact sports. A sports-news channel appeared in 2005, while a dedicated golf service, Viasat Golf, replaced it in 2007. The portfolio later added high-definition services and specialized channels for football, golf, motorsport and winter sports. Channel structures differed by market. Denmark used sports outlets associated with the TV3 family alongside V Sport Golf, V Sport Live and V Sport Ultra HD. Finland offered a broader V Sport lineup, including V Sport 1 Suomi, V Sport 2 Suomi, V Sport + Suomi, V Sport Football, V Sport Golf, V Sport Vinter, V Sport Premium, V Sport Live and V Sport Ultra HD. Norway carried general V Sport services, multiple Premier League channels, V Sport Golf, V Sport Live and V Sport Ultra HD. Sweden's portfolio included V Sport Football, V Sport Golf, V Sport Motor, V Sport Vinter, V Sport Premium, V Sport Extra, V Sport Live and V Sport Ultra HD. V Sport's programming has centered on premium sports rights. Depending on market and rights cycle, the portfolio has carried leading European football competitions and leagues, including the UEFA Champions League, UEFA Europa League, English Premier League, English FA Cup and League Cup, Bundesliga, Ligue 1, Eredivisie and domestic Nordic competitions. Other rights associated with the channels include the NFL, EuroLeague and EuroCup basketball, PGA Tour golf, major ice-hockey competitions, Formula One, IndyCar, MotoGP, NASCAR and DTM. Rights availability is market-specific and can change when agreements expire or are reassigned. The brand operates in a competitive Nordic pay-TV environment. Identified competitors include TV 2 Sport in Denmark and Norway, MTV Urheilu in Finland, TV4 Sport in Sweden and Eurosport across the region. Its positioning is based on concentrated access to premium live sports, specialist channels and multi-channel distribution through television and related subscription platforms. The V Sport identity therefore represents both a continuation of Viasat's sports television heritage and a rebranding of that portfolio under Viaplay Group's post-2020 media structure.
History
The V Sport brand emerged from the Nordic sports-television operation developed under the Viasat name. Viasat Sport began in 1999 as a pan-Nordic sports channel. As the business expanded, distribution and programming increasingly diverged between countries. In January 2002, Viasat Sport Denmark was launched as a dedicated Danish service, replacing the pan-Nordic channel in that market. A substantial channel expansion followed on 1 February 2004, when Viasat launched Viasat Sport 2 and Viasat Sport 3 and renamed the original service Viasat Sport 1. During the same year, the new channels were given clearer editorial roles: Viasat Sport 2 was oriented toward football, while Viasat Sport 3 focused on motor and contact sports. In April 2005, Viasat added Viasat Sport 24, a sports-news channel. Later in 2005, Viasat Sport 1 in Norway was replaced by SportN, a joint venture involving Norway's public broadcaster NRK. The portfolio continued to specialize. Viasat Golf launched in January 2007, replacing Viasat Sport 24 and establishing a dedicated home for golf coverage. In Denmark, Viasat Sport 1 was replaced by TV 2 Sport on 11 April 2007 through a joint venture involving TV 2. Viasat subsequently developed high-definition distribution: early in 2008, sports HD services were introduced for Denmark, Norway and Sweden. A major regional reorganization took place on 17 October 2008. In Sweden and Norway, Viasat Sport 2 and Viasat Sport 3 disappeared and were replaced by more specialized services. Sweden received Viasat Fotboll, while Norway retained a Viasat Sport service; Viasat Motor was introduced in both countries. The Swedish Viasat Sport 1 name was also simplified to Viasat Sport. Viasat Sport HD remained available in Norway and Sweden, and Viasat Golf continued across the Scandinavian markets. The Baltic and Nordic channel structures continued to change in the following years. Viasat Sport 2 and Viasat Sport 3 remained in Denmark, Finland and the Baltic states until January 2009. On 7 January 2009, Viasat Sport Baltic launched in the Baltic region. The Baltic business was sold in 2017 to Providence Equity Partners and the channel was subsequently renamed TVPlay Sports, later becoming TV3 Sport. This Baltic transaction separated that service from the later Nordic V Sport identity. In 2018, Modern Times Group's Nordic television operations were separated into Nordic Entertainment Group, which later adopted the Viaplay Group name. In June 2020, the V Sport brand was introduced as the common identity for the Nordic sports-channel portfolio, replacing the Viasat Sport name and the Norway-specific Viasport branding. The resulting brand architecture combined general sports outlets with dedicated channels for football, golf, motorsport, winter sports, premium events, live programming and ultra-high-definition broadcasts. V Sport's programming has included rights to major football competitions and leagues, American football, basketball, golf, ice hockey and motorsport. The exact rights mix differs by territory and changes over time. The brand's competitive role is that of a premium pay-television sports operator in the Nordic region, competing with domestic broadcasters and international sports networks such as Eurosport.
- 2020
V Sport brand introduced
[1]The V Sport identity replaces the former Viasat Sport and Norway-specific Viasport brands for the Nordic sports-channel portfolio.
- 2018
Nordic television operations placed in Nordic Entertainment Group
[1]The Nordic television business separated from Modern Times Group becomes part of Nordic Entertainment Group, the predecessor of Viaplay Group.
- 2017
Baltic sports business sold
[1]The Baltic business is sold to Providence Equity Partners and the Viasat Sport Baltic channel is subsequently renamed.
- 2008
High-definition sports services introduced
[1]Viasat introduces early sports HD channels for parts of the Nordic market.
- 2008
Major Nordic channel reorganization
[1]Specialist services such as Viasat Fotboll and Viasat Motor replace earlier numbered sports channels in Sweden and Norway.
- 2007
Viasat Golf launches
[1]A dedicated golf channel replaces Viasat Sport 24.
- 2004
Viasat Sport 2 and Viasat Sport 3 launch
[1]The channel family expands and begins moving toward specialized football, motor-sport and contact-sports programming.
- 2002
Dedicated Danish service introduced
[1]Viasat Sport Denmark launches and replaces the pan-Nordic Viasat Sport service in Denmark.
- 1999
Viasat Sport launches as a pan-Nordic channel
[1]Viasat Sport begins as a sports television channel serving the Nordic region and becomes the predecessor of the later V Sport portfolio.
Products and positioning
A Nordic premium sports-broadcasting brand focused on live rights, specialist sports channels and market-specific subscription packages.
Football television channel
V Sport Football
A market-specific V Sport channel dedicated primarily to football coverage. The broader portfolio has carried European club competitions, domestic leagues and cup competitions, with the exact rights varying by country and rights cycle.
Golf television channel · 2007
V Sport Golf
A specialist golf service originating as Viasat Golf in 2007. It provides a dedicated outlet for golf programming, including PGA Tour coverage associated with the broader V Sport rights portfolio.
Motorsport television channel · 2008
V Sport Motor
A specialist motorsport channel introduced through the restructuring of the earlier Viasat Sport services. The portfolio has carried Formula One, IndyCar, MotoGP, NASCAR and DTM rights, subject to territory and contract.
Winter-sports television channel
V Sport Vinter
A specialist winter-sports outlet used in the Nordic channel lineup. It reflects V Sport's practice of separating major sports categories into dedicated subscription channels.
Premium sports television channel
V Sport Premium
A premium service positioned for high-value live sports content. Its programming and availability are market-specific and may include major football or other premium rights.
Live-event sports channel
V Sport Live
A live-event channel used to provide additional capacity for sports fixtures and simultaneous events that do not fit within the main linear channels.
Ultra-high-definition sports channel
V Sport Ultra HD
An ultra-high-definition outlet within the V Sport family, intended for selected premium live sports broadcasts where compatible distribution and production are available.
Brand decisions
2020
Unification under the V Sport identityStrategyBackground
The Nordic sports-channel portfolio had developed under several Viasat-branded names, including Viasat Sport and the Norway-specific Viasport label.
Action taken
Viaplay Group introduced V Sport in June 2020 as the common brand for the Nordic sports-channel family.
Aftermath
The rebrand created a shared identity while preserving country-specific channel lineups and specialist services.
2008
Specialist channel restructuring in Sweden and NorwayGeneration changeBackground
The earlier numbered Viasat Sport channels were being reorganized to give major sports categories more distinct identities.
Action taken
Viasat discontinued Viasat Sport 2 and Viasat Sport 3 in Sweden and Norway and introduced or expanded services including Viasat Fotboll, Viasat Sport and Viasat Motor.
Aftermath
The portfolio became more explicitly segmented by sport, while HD and golf services continued in the affected markets.
Sources2 sources
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