Former sports chief officer Peter Norrelund returns to Viaplay

Peter Nørrelund

Former Viaplay Group’s sports chief officer Peter Nørrelund has rejoined the company as EVP and chief sports & sports business development officer, after announcing his departure in April.

Nørrelund takes over Cecilia Gave who prior the company recently named as Nørrelund successor last month. Gave who joined the company in 2016 was promoted to sports chief officer after serving as VP for sport production. According to Viaplay, she leaves the company to pursue other opportunities.

This marks another sudden departure in the company after former CEO Anders Jensen stepped down and was replaced by Jørgen Madsen Lindemann.

Nørrelund will be tasked with leading Viaplay Group’s sports operations and sports rights management and acquisitions in all markets. He will lead a newly created cross-market sports business development unit aimed at maximising revenue and product opportunities for the group’s sports content.

His reappointment sees him joins the group executive management team based in Copenhagen.

Newly appointed Viaplay Group President and CEO, Lindemann, said: “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.”

Nørrelund added, “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.”