Peter Nørrelund has rejoined Viaplay Group and will take up the position of EVP and Chief Sports & Sports Business Development Officer. He was previously Viaplay Group's Chief Sports Officer and spent more than 20 successful years at the Group before leaving this spring. In his new role, Peter will report to Jørgen Madsen Lindemann, Viaplay Group President and CEO.

Effective immediately, Peter Nørrelund 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 maximising revenue and product opportunities for the Group's sports content. Peter will be a member of the Group Executive Management team and will be based in Copenhagen.

Cecilia Gave, who previously held the position of Viaplay Group EVP and Head of Sports and a range of other senior management roles, will leave the company to pursue new opportunities.