Former Viaplay Sports Chief Rejoins Group

Peter Nørrelund has rejoined Viaplay Group in the role of executive VP and chief sports and sports business development officer.

Nørrelund was previously Viaplay Group’s chief sports officer and spent more than 20 successful years at the group before leaving this spring. Effective immediately, he will hold overall responsibility for Viaplay Group’s sports operations and sports rights management and acquisitions in all markets. In addition, he will lead a new cross-market sports business development unit that will focus on maximizing revenue and product opportunities for the group’s sports content.

Nørrelund will report to Jørgen Madsen Lindemann, Viaplay Group’s president and CEO.

Cecilia Gave, who previously held the position of Viaplay Group’s executive VP and head of sports and a range of other senior management roles, will leave the company to pursue new opportunities.

Madsen Lindemann said: “I’m thrilled that Peter is joining us again. I’ve worked closely with Peter for most of my career, and Viaplay Group will benefit enormously from his remarkable network, knowledge and experience in the years to come. As well as overseeing Europe’s leading sports production team, Peter will be instrumental in ensuring we get the best possible returns from our sports investments. On behalf of Viaplay Group, I would like to thank Cecilia for her dedication, expertise and invaluable contributions over the years and wish her all the very best.”

Nørrelund commented: “This was simply too good a chance to turn down. Viaplay Group has a highly talented team and many possibilities to drive business and realise the full potential of our rights portfolio, which is simply the best in the industry. Starting today, my priority is to improve our existing revenue streams and create new ones. I’m full of energy ahead of this challenge and feel certain that great opportunities lie ahead of us.”