Warner Bros. Discovery plans to roll out its flagship streaming service Max in 22 European markets next year, the company’s President of International Business Gerhard Zeiler said at MIPCOM in Cannes yesterday. The launch will cover a number of major markets but some of Europe’s biggest markets including the UK, Germany, and Italy still aren’t set to receive the service, due to existing rights and distribution deals with Sky.

The service, rebranded from HBO Max following the completion of WarnerMedia’s merger with Discovery, will relaunch in several waves. Initially it’ll be launched in the Nordic and Iberian regions, as well as the Netherlands and some Central and Eastern European markets in the spring. As TVBIZZ reported earlier, the streamer will not be rebranded in Benelux, and will keep the name HBO Max.

A key part of Max’s offering will be live sports. WBD already holds a number of major live sports rights across the continent through its Eurosport channel, and at least some of this content will be available live streamed via Max. Max will also host live feeds of some of Warner Bros. Discovery’s local channels in a few European markets.

Max has an ad-supported subscription tier in the UK. It’s not clear what the ad offering will look like in European markets, though it’s likely advertising will be included, since Max has offered an ad tier from the start.