Max Verstappen, the newly crowned 2021 Formula 1 Champion has announced a new partnership with Nordic Entertainment Group’s streaming service Viaplay.

According to the partnership, Viaplay subscribers will have exclusive access to content chronicling the Red Bull driver’s private life, both on and off the track.

Verstappen will also serve as Viaplay’s ambassador in all markets where the company has Formula 1 broadcasting rights, including Denmark, Estonia, Iceland, Latvia, Norway, and Sweden, with Poland following in 2023.

“I am really looking forward to this exciting partnership with Viaplay, as our ambitions to be the best in our fields match each other,” Verstappen said after the announcement.

“It will be great to work with Viaplay’s professional on-site reporters like David Coulthard, Mika Häkkinen and Tom Kristensen. I’m sure their experience as former top drivers will be a great asset.”

“Viaplay might be new to the Dutch viewers but is a proven international online video streaming service,” he continued.

“It is amazing that I will be able to reach lots of fans with the unique content that we are going to create together.”

Verstappen’s father, Jos Verstappen has also joined the Viaplay team as an analyst, providing his thoughts during various broadcasts.

The announcement comes after the Nordic Entertainment Group (Nent), secured a three-year deal last year to broadcast Formula 1 in the Netherlands from 2022, reportedly worth €30 million (around £25 million) a year.

Viaplay will debut their platform to Verstappen’s followers in the Netherlands on March 1, 2022, putting a premium on their Formula 1 content and the rising popularity of Verstappen.

Anders Jensen, President and Chief Executive of Nent, believes the collaboration between Formula One, Verstappen, and Viaplay is a perfect fit.

“We are a world leader in streaming sports, where we are well on our way to showing more than 100,000 live hours every year from an unmatched rights portfolio, while Max’s thrilling skills have taken him to the top as the 34th world drivers’ champion,” said Anders Jensen.

“We’re both ready to accelerate even further. We look forward to working closely with this talented and charismatic superstar.”

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