Premier Sports is primarily owned by SSBL Limited, which operates the company and its channels in the United Kingdom and Ireland[1]. The company was originally established in 2009 by Irish businessman Michael O’Rourke, who was also associated with Setanta Sports[1]. In July 2022, the UK arm of Premier Sports was acquired by the Viaplay Group, which rebranded the channels under the Viaplay Sports name[1]. However, this ownership was limited to the UK market and did not affect its Irish operations, which remained under SSBL Limited[1].
In November 2023, Premier Sports (operating as SSBL Limited) bought back the UK business from Viaplay Group and rebranded the channels back to Premier Sports, effectively returning control of the UK channels to SSBL Limited[1][3]. The company behind Premier Sports is registered as PREMIER SPORTS (UK) LTD (company number 04330917), but the overall commercial and brand ownership is with SSBL Limited, based in Dublin[1][3][4]. Setanta Sports also retains a significant historical and operational connection, especially in the Irish context[1][8].
Leave a Reply