Peter Nørrelund exits Viaplay

Peter Nørrelund

Viaplay’s EVP and chief sports officer, Peter Nørrelund, leaves the company after more than two decades.

Nørrelund will step down from his responsibilities during April and will remain available to the company throughout his notice period. Viaplay’s Group president and CEO, Anders Jensen will takeover responsibility for Viaplay Sports until Nørrelund’s successor is appointed or a revised organisational structure is presented.

The exec joined Modern Times Group (MTG) in Denmark in 2003 and was promoted to group head of sports in 2013. Following the 2018 split of MTG and Nordic Entertainment Group now known as Viaplay Group, Nørrelund was an advisor on sports rights to Jensen and has served as chief sports officer since 2020.

Jensen said: “It has been a true pleasure to work with Peter as we have built Viaplay Group into the European sports streaming powerhouse that we are today. Peter has been instrumental in our success across our 11 European markets. After a long and successful tenure, it is only natural that Peter now wants to pursue new professional challenges and we wish him all the very best.”

“I’m grateful to have been part of such an amazing journey over the past two decades. I can’t think of a faster-moving or more innovative media company – and the dynamic launches in new markets in recent years have been the most exciting time in my professional life. Now it’s time to try something else, and I leave Viaplay Sports in good shape and ready for the next phase, with an amazing portfolio of rights and super-strong operational people who will ensure Viaplay is always in the forefront when it comes to world-class sports,” added Nørrelund.