V Sport Motor
A Nordic sports television channel dedicated to live and recorded motorsport coverage.
Last updated August 26, 2026
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Overview
V Sport Motor is a Scandinavian motorsport television channel that originated in Sweden and launched on 17 October 2008 under the name Viasat Motor. The channel was created as a specialist sports service for viewers interested in racing, rallying, motorcycle competition and powerboat racing, complementing broader sports channels in the Viasat television portfolio. Its programming has included Formula One, NASCAR, IndyCar, GP2, the World Rally Championship, the European Rallycross Championship, Formula 1 powerboat racing, Offshore Class 1, the 24 Hours of Nürburgring and MotoGP. The channel's identity is built around event-focused coverage rather than general sports programming. Its schedule has historically combined live race broadcasts with supporting editorial material, including commentary and analysis for major international series. The breadth of its motorsport portfolio has allowed it to serve both mainstream audiences following Formula One and specialist viewers interested in rallying, endurance racing, motorcycle racing and marine motorsport. Coverage has involved commentators and analysts from Sweden and Norway, reflecting the channel's Nordic audience and distribution footprint. In 2020, the service was renamed V Sport Motor as part of the wider transition from the Viasat sports naming system to the V Sport brand. The change preserved the channel's motorsport specialization while aligning it with the newer V Sport portfolio. The brand is currently presented through Viaplay's Norwegian sports offering, although detailed corporate ownership, headquarters and distribution information is not established in the supplied reference material.
History
V Sport Motor began broadcasting in Sweden on 17 October 2008 as Viasat Motor. Its launch established a dedicated motorsport outlet within the Viasat sports-channel portfolio at a time when specialist sports networks were being used to separate high-interest disciplines from broader all-sports services. The channel's editorial remit centered on motorsport in its various forms, giving it a more focused identity than a general sports broadcaster. The programming associated with the channel has covered a wide range of international competitions. Major circuit-racing properties have included Formula One, NASCAR, IndyCar and GP2. Rally coverage has included the World Rally Championship and the European Rallycross Championship. The channel has also carried MotoGP, endurance competition such as the 24 Hours of Nürburgring, and marine racing events including Formula 1 powerboat racing and Offshore Class 1. This mixture of internationally prominent series and specialist events has been central to its value proposition for dedicated motorsport viewers. Although launched as a Swedish service, the channel's presentation has had a wider Nordic dimension. The listed commentary and analysis personnel include Swedish and Norwegian broadcasters and motorsport specialists, indicating that the service has addressed audiences in more than one Scandinavian market. The available reference material does not provide a complete account of its carriage agreements, subscription structure, studios or corporate organization, so those aspects cannot be stated conclusively here. In 2020, the channel changed its name from Viasat Motor to V Sport Motor. The renaming reflected the broader replacement of the Viasat sports identity with V Sport branding. It was a brand and portfolio change rather than a reported change in the channel's core editorial subject: the service continued to be associated with motorsport programming. The channel is currently represented through Viaplay's Norwegian sports website, while the supplied sources do not establish a separate current corporate entity, headquarters or legal owner for the brand.
Products and positioning
A specialist Nordic sports channel focused on live motorsport and related analysis across circuit racing, rallying, motorcycle racing and powerboat competition.
Sports television channel · 2008
V Sport Motor television channel
The core V Sport Motor service is a specialist television channel devoted to motorsport. Its documented programming spans Formula One, NASCAR, IndyCar, GP2, rallying, rallycross, MotoGP, endurance racing and powerboat racing. The channel's value lies in concentrating live and related motorsport coverage in one branded service rather than presenting it as a small part of a general sports schedule.
Streaming and digital sports distribution
V Sport Motor digital sports access
V Sport Motor is presented within Viaplay's Norwegian online sports offering, giving the brand a digital distribution presence alongside its television identity. The supplied sources do not specify the exact current rights package, subscription terms or technical delivery model.
Brand decisions
2020
Adoption of the V Sport Motor nameStrategyBackground
The channel had operated since 2008 as Viasat Motor, while the broader sports portfolio moved away from the Viasat naming system.
Action taken
The service was renamed V Sport Motor, retaining its specialist motorsport positioning under the V Sport brand.
Aftermath
The rebrand aligned the channel with the V Sport portfolio. The supplied material does not document changes to programming rights, distribution or ownership resulting from the renaming.
Recent events
- 2020
Viasat Motor is renamed V Sport Motor[1]
Product generation
The channel adopted the V Sport Motor name as part of the transition from the Viasat sports branding to the V Sport identity.
- 2008
Viasat Motor launches as a dedicated motorsport channel[1]
Product launch
The Swedish motorsport channel began broadcasting on 17 October 2008 under the Viasat Motor name.
Sources2 sources
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