Sanoma and Viaplay expand their advertising sales partnership, offering a wider reach among sports fans

Sanoma launched an advertising sales partnership with Viaplay TV, Finland’s only ad-funded sports TV channel, in November 2025. The partnership with Viaplay Group is now expanding to cover Viaplay’s subscription-based sports channels: Viaplay 1 Urheilu, Viaplay 2 Urheilu and Viaplay 3 Urheilu.

These channels will further increase the reach of Sanoma’s TV and Total TV.

Spot advertising on Viaplay’s sports channels can be purchased exclusively through Sanoma. Sponsorship agreements are still made directly with Viaplay.  

“The partnership gives advertisers additional reach among audiences interested in sports and further strengthens our already top-tier ability to build campaign-level reach,” says Joonas Imeläinen, Head of Total TV, Video & Audio at Sanoma.  

“We are extremely satisfied with the Viaplay TV sales partnership with Sanoma. It’s great to be able to extend the partnership to our other sports channels,” says Mikael Svensson, Viaplay Group’s CEO in Finland.  

Campaigns can be purchased from 3 March onward, with air dates on 16 March or later. The three channels are included in Sanoma’s TV and Total TV packages and Finnpanel’s measurement.  

Viaplay 1 Urheilu offers viewers prime-time NHL hockey and Formula 1 broadcasts on weekends as well as plenty of other top-level sports.  

Viaplay 2 Urheilu broadcasts matches from the Premier League, the Bundesliga, the UEFA Europa League and many other top European leagues. The channel’s lineup also includes other sports.  

Viaplay 3 Urheilu is the number one channel for winter sports. The lineup includes world cup broadcasts in cross-country skiing, Nordic combined and ski jumping, selected matches from numerous football leagues, as well as plenty of other top-level sports.  

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For more information, please contact your Sanoma contact or contact us.