NENT Group hires Peter Nørrelund as it looks to expand streaming and sports portfolios

Nordic Entertainment Group (NENT Group) has announced the appointment of Peter Nørrelund as its EVP and head of expansion and sport.

Reporting to CEO Anders Jensen, Nørrelund will be responsible for enhancing NENT’s growing sports rights portfolio while also expanding its Viaplay streaming service. The company’s sports rights portfolio includes the English Premier League, UEFA Champions League, Bunesliga, Ligue 1 and UFC.

Nørrelund is no stranger to the company, having previously served as an advisor to NENT Group’s president and CEO on sports rights. He also has served as EVP and head of product development and incubation at Modern Times Group (MTG) prior to its split from NENT, and CEO of DreamHack Sports Games.

Sport, an ever-increasing area of importance to NENT, is an area of expertise for Nørrelund, with the exec previously working as head of sport for MTG and heading its sports rights acquisitions.

Nørrelund will be based in Copenhagen, with Kim Mikkelsen, NENT Group SVP and head of sport, reporting to him.

Anders Jensen, NENT president and CEO: “Viaplay is fast reshaping the Icelandic streaming market since launching in April and will come to the Baltic countries in early 2021, taking our footprint to eight countries. We are set up to expand and sports will play a key role in establishing NENT Group in many of our new markets. Peter’s unique knowledge, track record and global network in sports are invaluable, and we are delighted to welcome him to NENT Group.”

Nørrelund said: “NENT Group’s sports portfolio is already in a league of its own. Just this year, we have signed unprecedented long-term agreements for the Premier League rights in four countries, and Bundesliga and Formula 1 in eight countries. Viaplay offers a one-of-a-kind mix of sports, originals, series and movies that can be shaped to suit individual markets. I look forward to helping realise its considerable international potential.”

Like most companies in the industry, NENT will look for a strong H2 2020 as it looks to recover from the results of the coronavirus pandemic. In Q2, the group reported sales of SEK2.624 billion, down 13%, while streaming service Viaplay saw its base rise 29% year-on-year to 605,000.