Sanoma and Viaplay expand their advertising sales partnership – bringing more sports‑interested audiences to advertisers
Sanoma began 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 Viaplay’s pay-TV sports channels: the Viaplay 1 Urheilu, 2 Urheilu and 3 Urheilu channels.
With these channels, Sanoma’s TV and Total TV reach will increase further.
Spot advertising on Viaplay’s sports channels can be purchased exclusively through Sanoma. Sponsorship arrangements will continue to be agreed directly with Viaplay.
“The partnership offers 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 have been very satisfied with the Viaplay TV sales partnership with Sanoma. It’s great to be able to expand the partnership to our other sports channels,” says Mikael Svensson, Viaplay Group’s Chief Executive Officer in Finland.
Advertising sales for the channels will begin such that advertising will air in new campaigns purchased from March 3 onward, with a campaign start date of March 16 or later. The channels are included in Sanoma’s TV and Total TV packages, and they will be added to Finnpanel’s measurement.
Viaplay 1 Urheilu, viewers will see NHL hockey in prime time on weekends and Formula 1 broadcasts, as well as plenty of other top-level sports.
Viaplay 2 Urheilu offers matches from the Premier League, the Bundesliga, the UEFA Europa League and many other top European leagues. The channel’s line-up also includes other sports.
Viaplay 3 Urheilu is the number one channel for winter sports. The line-up 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.
