Kim Mikkelsen appointed Viaplay Group SVP Sports

16 juni 2023

Kim Mikkelsen has been appointed Viaplay Group SVP Sports, effective immediately. In his new role, Kim will be responsible for sports operations in all Viaplay’s markets, and will report to Peter Nørrelund, who rejoined Viaplay Group this week and took on the newly created position of Chief Sports & Sports Business Development Officer. Kim previously spent over 16 successful years with the company, most recently as SVP Sports Nordics.

Kim will lead day-to-day production and editorial for Viaplay’s world-class sports content in its 11 European markets, with all local sports heads reporting to him. The company’s unique rights portfolio includes Premier League in nine countries, Formula 1, UEFA club competitions, Bundesliga and NHL in 10 countries, and much more.

Peter Nørrelund, Viaplay Group Chief Sports & Sports Business Development Officer: "I am happy that Kim has decided to join Viaplay Group again. He is one of the industry’s best operators and has run successful sports organisations in multiple countries. It is great to have Kim’s experience and knowledge on board as we take on the tasks and opportunities that lie ahead”.

Kim Mikkelsen, Viaplay Group SVP Sports: “Viaplay Group is quite simply home to the most talented people in sports broadcasting. The chance to work with our teams across all markets was too good to miss. I am very much looking forward to strengthening our internal collaboration, taking our products to the next level and bringing even better live sports experiences to Viaplay’s millions of viewers”.

At Viaplay Group, Peter Nørrelund holds overall responsibility for 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.




Camilla Henriksen

Sports PR Project Manager, Viaplay Danmark