The leading communication and entertainment group in Scandinavia, Nordic Entertainment Group (NENT), has acquired exclusive rights to broadcast all World Padel Tour tournaments in the Nordic countries, from 2020 to 2023.
The international growth of World Padel Tour marks a new milestone with the signing of this agreement that will take to the Nordic countries the following four seasons of the best padel.
An alliance for which NENT Group will broadcast through its streaming platform Viaplay more than 500 hours every year of a sport whose tracking has shot in the region. So much so that, for only this season, World Padel Tour will be present in Sweden up to two occasions: Stockholm Exhibition and Swedish Padel Open.
Nordic Entertainment Group (NENT Group) is an organization that operates individually since July 1, 2018 and was part of the Modern Times Group (MTG AB), the leading international digital entertainment group. Based in Stockholm, it has a broad portfolio of platforms and programs and much unique content.
World Padel Tour will become part of a catalog that includes the main sports competitions in the world such as the Champions League, Formula 1, NHL or Premier League. From the start of the season in Marbella, spectators from Norway, Finland, Sweden, Iceland and Denmark will be able to witness the best World Padel Tour matches, which will allow an unprecedented penetration in the area so far.
Kim Mikkelsen, NENT Group Head of Sport commented that “Padel is an all-action spectacle that already attracts millions of players around the world. As the region’s leading streaming company, we have a unique opportunity to lead the growth of this global phenomenon in the Nordic countries over the next four seasons”.
Mario Hernando, on his side, wanted to highlight that “It is great for World Padel Tour to partner with a company as prestigious as NENT. The efforts that both players and organizations make to generate a world-class show are rewarded with agreements such as this, which affect the value of the product and help the dissemination of a young and constantly evolving sport such as padel”.