1+1 Media to Remain Exclusive Distributor of UPL.TV Until 2030 Following New Agreement
1+1 Media Distribution has won the tender announced by the Ukrainian Premier League (UPL) and will continue its cooperation with the league as the exclusive distribution partner of UPL.TV in Ukraine until 2030. The respective agreement was recently signed by both parties.
The partnership between 1+1 Media Distribution and the UPL began in 2024, effectively alongside the launch of the channel. Since then, the parties have successfully implemented an ambitious growth strategy and significantly strengthened UPL.TV’s position in the Ukrainian television market.
Thanks to a systematic distribution approach, UPL.TV has become widely accessible to Ukrainian football fans through OTT platforms such as Kyivstar TV, MEGOGO, SWEET.TV and others, as well as through cable networks and the VIASAT satellite television service.
Today, UPL.TV is not only the official broadcaster of Ukrainian Premier League matches, bringing together all UPL clubs within a single broadcasting pool, but also one of the country’s most successful sports media projects, uniting millions of fans around Ukrainian football.
In November 2025, UPL.TV entered the Top 10 most-watched TV channels in the OTT and IPTV segment for the second consecutive year. The channel has maintained its leading position throughout the first months of 2026 as well. In April 2026 alone, UPL.TV accounted for 47.6% of total viewing time among sports channels in Ukraine and set a new record by reaching second place among all Ukrainian TV channels across selected viewing metrics.
Over the course of its operation, the channel has built a strong audience base:
- 67.2 million live football match views across two football seasons;
- More than 1.1 million viewers watch each championship round on average;
- Nearly 700,000 viewers tuned in to the most-watched live match.
In addition to broadcasting Ukrainian Premier League and Ukrainian Cup matches, UPL.TV continues to expand its original content production. The channel’s flagship projects include:
- Football 360 — the country’s leading weekly football show featuring top experts and analysts;
- Football News Center — a daily news program covering the most important developments in Ukrainian and international football;
- Chances — an analytical project helping viewers better understand the key storylines and intrigues of each UPL round.
“Extending our cooperation with 1+1 Media Distribution until 2030 is an important step in the further development of UPL.TV. Over the past two years, we have not only built an efficient distribution model but have also established the channel as a leader among Ukraine’s sports broadcasters. Our partnership continues to pursue the same goal — making Ukrainian football even more accessible to fans while strengthening UPL.TV’s position as the country’s leading sports channel,” said Maksym Radchenko, Head of UPL.TV.
As part of the new phase of cooperation through 2030, the parties plan to continue expanding the channel’s audience, strengthening its presence across all key distribution platforms, developing partnerships with providers, and introducing new tools for promoting sports content.
“We are proud to have been part of UPL.TV’s success story from the very beginning. Extending our partnership until 2030 reflects both our partner’s trust and the effectiveness of our joint efforts. Together, we have transformed UPL.TV into one of the strongest players in Ukraine’s sports television market, and I am confident that even greater achievements lie ahead,” added Andrii Malchevskyi, Head of 1+1 Media Distribution.
The long-term extension of cooperation between the Ukrainian Premier League and 1+1 Media Distribution creates a solid foundation for the further development of sports broadcasting in Ukraine and the promotion of national football among millions of viewers.
Source: BIG DATA UA, YouTube, and UPL internal data based on OTT platform analytics.
