Viasat Sport 3
A former Scandinavian sports television channel focused on basketball, combat sports, motorsport, American football and selected football programming.
Last updated August 25, 2026
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Overview
Viasat Sport 3 was a regional sports television channel operated within the Viasat sports-channel portfolio. It launched on 1 February 2004 at the same time as Viasat Sport 2, forming part of a multi-channel strategy aimed at dividing sports programming across dedicated services rather than presenting all events on a single general-interest sports network. The channel’s programming mix emphasized sports with strong specialist or international appeal. Its coverage included basketball, combat sports, auto racing and American football. During the summer season, the schedule particularly featured NASCAR, Indy Racing League events, boxing and EuroLeague basketball. The channel also carried programming associated with Blackburn Rovers TV, a club-specific television service connected with the English football club Blackburn Rovers. Viasat Sport 3 was distributed across a broad Northern European footprint. It was available in Norway, Sweden, Denmark and Finland, as well as in the Baltic states of Estonia, Lithuania and Latvia. Availability varied by market and by the later restructuring of Viasat’s sports offering. The channel operated alongside Viasat Sport 2, with the two services forming a recognizable part of Viasat’s regional sports television lineup. Viasat reorganized its sports channels in Norway and Sweden on 16 October 2008. In those two markets, Viasat Sport 3 was replaced by Viasat Motor, reflecting a more specialized channel structure and a stronger focus on motorsport as a distinct programming proposition. Viasat Sport 3 and its sister service continued for a short period in Denmark, Finland and the Baltic markets. On 6 January 2009, the channels were discontinued or replaced in those remaining territories: in the Baltics they were succeeded by Viasat Sport Baltic, while Denmark and Finland did not receive direct replacements for the service. The channel is therefore a defunct brand rather than an active television network. Its historical significance lies in Viasat’s use of segmented sports channels to serve multiple Nordic and Baltic markets, and in the subsequent transition toward more clearly specialized services such as Viasat Motor and Viasat Sport Baltic.
History
Viasat Sport 3 was introduced on 1 February 2004 as one of two new sports channels launched by Viasat, the other being Viasat Sport 2. The channels were designed for Viasat’s Scandinavian and Baltic television distribution network and supported a more segmented approach to sports broadcasting. Its editorial focus was broad but specialized within the sports category. The channel showed basketball, combat sports, auto racing and American football. Seasonal scheduling gave particular prominence to NASCAR, Indy Racing League events, boxing and EuroLeague basketball. It also carried Blackburn Rovers TV, linking the channel’s schedule to club-based football programming in addition to its wider international sports coverage. The service was distributed in Norway, Sweden, Denmark, Finland, Estonia, Lithuania and Latvia. This multi-market footprint reflected Viasat’s regional operating model, although the channel’s exact role differed as the company adjusted its sports portfolio in individual countries. A major change came on 16 October 2008, when Viasat relaunched its sports channels in Norway and Sweden. Viasat Sport 3 was replaced by Viasat Motor in both countries. The replacement indicated a move toward more distinct sports identities, particularly a dedicated motorsport service rather than a general specialist channel carrying several different categories. The channel continued in Denmark, Finland and the Baltic states for a limited period. On 6 January 2009, the Baltic version of the service was replaced by Viasat Sport Baltic. Denmark and Finland did not receive direct replacement channels. Viasat Sport 3 consequently ceased to operate as a standalone channel, and its history became part of the broader evolution of Viasat’s Nordic and Baltic sports television portfolio.
- 2009
End of the remaining regional services
[1]On 6 January, Viasat Sport 3 and its sister service were replaced in the Baltic states by Viasat Sport Baltic and discontinued without direct replacements in Denmark and Finland.
- 2008
Replacement by Viasat Motor in Norway and Sweden
[1]Viasat relaunched its sports channels in Norway and Sweden on 16 October, replacing Viasat Sport 3 with Viasat Motor.
- 2004
Launch of Viasat Sport 3
[1]Viasat Sport 3 began broadcasting on 1 February 2004 alongside Viasat Sport 2.
Products and positioning
A specialist regional sports channel serving Nordic and Baltic pay-television audiences with a mix of basketball, motorsport, combat sports, American football and selected football-related programming.
Sports television channel · 2004
Viasat Sport 3
The core channel was a regional sports television service featuring basketball, combat sports, auto racing and American football. Its summer schedule included NASCAR, Indy Racing League events, boxing and EuroLeague basketball, and it also carried Blackburn Rovers TV programming. The service operated across Nordic and Baltic markets before being replaced or discontinued during Viasat’s 2008–2009 channel restructuring.
Brand decisions
2009
Replace the Baltic service with Viasat Sport BalticStrategyBackground
Viasat continued to reorganize its sports-channel lineup after the 2008 changes in Norway and Sweden.
Action taken
On 6 January 2009, Viasat replaced the service in Estonia, Lithuania and Latvia with Viasat Sport Baltic and ended the channel in Denmark and Finland without direct replacements.
Aftermath
Viasat Sport 3 no longer operated as a standalone channel in its former distribution markets.
2008
Replace Viasat Sport 3 with Viasat Motor in Norway and SwedenStrategyBackground
Viasat relaunched its sports-channel structure in Norway and Sweden and moved away from the existing Viasat Sport 3 service in those markets.
Action taken
Viasat replaced Viasat Sport 3 with Viasat Motor on 16 October 2008.
Aftermath
The service continued temporarily in Denmark, Finland and the Baltic states, while Viasat Sport 3 ceased in Norway and Sweden.
Recent events
- 2009
Viasat Sport 3 service ends or is replaced in remaining markets[1]
Other
On 6 January 2009, the channel and its sister service were replaced in the Baltic states by Viasat Sport Baltic and had no direct replacements in Denmark and Finland.
- 2008
Viasat restructures sports channels in Norway and Sweden[1]
Product generation
On 16 October 2008, Viasat relaunched its sports channels in Norway and Sweden, replacing Viasat Sport 3 in those markets with Viasat Motor.
- 2004
Viasat launches Viasat Sport 3 alongside Viasat Sport 2[1]
Product launch
Viasat Sport 3 began broadcasting on 1 February 2004 as part of a two-channel expansion of Viasat’s regional sports offering.
Sources1 sources
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