Viaplay, a Nordic media group, has signed Manchester City and Norway striker Erling Haaland to an exclusive multi-market partnership in which Haaland will star in Viaplay content and serve as the group’s media ambassador.
The 22-year-old Haaland will appear in an exclusive documentary for the Scandinavian pay-TV group, Viaplay announced Friday, that will provide a behind-the-scenes look at his meteoric career and, until now, closely guarded private life.
Haaland rose to prominence at German club Borussia Dortmund before moving to England’s top-tier Premier League this season, signing for League champions Manchester City in a five-year deal worth $62 million (£51 million).
Haaland immediately showed his worth, scoring two goals in his opening match against West Ham.
As part of the agreement, Haaland will serve as the company’s corporate ambassador in the nine European countries where Viaplay has Premier League football rights.
Viaplay has Premier League rights in Norway, Sweden, Denmark, Finland, Estonia, Latvia, Lithuania, Poland, and the Netherlands until 2028.
“All my life I’ve watched and supported English football. To be able now to play in the Premier League is a dream come true,” said Haaland in a statement.
“Joining up with Premier League rightsholders Viaplay in an ambassador role is something I look forward to. I’m sure we’ll have many fun years together.”
Alfie Haaland, a former Premier League player with Nottingham Forest, Leeds United, and Manchester City, has also joined Viaplay as an expert studio analyst on Premier League matches.
Viaplay’s exclusive partnership with Haaland follows a similar exclusive partnership with Formula One racing star Max Verstappen.
“A Nordic phenomenon stepping onto the global stage – Erling and Viaplay complement each other perfectly,” said Viaplay President and CEO Anders Jensen.
“As our partnerships with Formula 1’s Max Verstappen and now the Premier League’s latest superstar make clear, Viaplay not only shows sports’ biggest names in action every week, but brings fans closer to them than anyone else.”
Viaplay’s agreement with Formula One champion Verstappen, announced in January, will begin with the documentary Verstappen – Lion Unleashed, which will premiere on March 1.
Verstappen is also a Viaplay ambassador in markets where Viaplay has Formula 1 rights.