Viaplay Group has renewed its rights to show Formula 1 in the Netherlands, Sweden, Finland, Denmark, Norway, and Iceland up to and including the 2029 season. Fans in all six countries can continue to follow every second of thrilling high-speed action from the pinnacle of world motorsports live on Viaplay Group's platforms, together with world-class studios, local-language commentators and expert analysts, exclusive documentaries headlined by three-time World Drivers' Champion Max Verstappen, and much more. The five-year agreement is the first in the history of Viaplay Group and Formula 1's long-running partnership.

With over 700 million fans, Formula 1's status as one of the world's most popular and exciting sports continues to accelerate. Top drivers Max Verstappen and Lewis Hamilton rank among the biggest superstars on the planet, while teams such as Red Bull, Ferrari, Mercedes, and McLaren are household names. Following a record total attendance of 6 million fans in 2023, the current season sees an all-time high 24 Grands Prix staged around the globe, from classic circuits such as Monaco, Silverstone and Zandvoort to spectacular recent additions like Las Vegas.

Every race weekend attracts around 70 million viewers worldwide, with total 2023 season viewership of 1.5 billion people. The fanbase is increasingly younger-skewing and diverse, with 40% of fans female, one in three TV viewers aged under 35, and one in three fans starting to follow the sport in the past four years. In 2023, Formula 1 was the world's fastest-growing major sports league on social media for the fourth year in a row.