Modern Times Group (MTG) has unveiled changes in the management structure of its DreamHack brand.
DreamHack’s current Co-CEO Peter Nørrelund has been appointed as CEO of a new entity and is being replaced by Roger Lodewick, who will serve as Co-CEO alongside Marcus Lindmark.
The new entity is DreamHack Sports Games, which aims to build a bridge between esports and traditional sports. It has already launched eDivisie, Danish eSuperliga, and European eTour with traditional sports companies.
Nørrelund had worked as Co-CEO of DreamHack since May 2018, previously serving as COO of Turtle Entertainment for over a year. Lodewick, on the other hand, worked on global digital and media products for UFEA Club competitions through marketing agency TEAM Marketing AG.
Jørgen Madsen Lindemann, CEO and President of Modern Times Group explained the restructuring and new entity in a release: “We strongly believe in continued convergence of traditional sports and esports from both league perspective, but also from a viewer and fan perspective, so we are keen on investing further to maintain a leading position in esports products for traditional sports. Peter Nørrelund brings a wealth of experience, a vast network in sport and a proven track record to lead our efforts in this area.
“I’m pleased that Roger Lodewick has agreed to head up DreamHack together with Co-CEO Marcus Lindmark. His business acumen and his experience from both traditional sports and selling global media products is a great fit for DreamHack’s needs, and I’m confident that he will greatly support our work to commercially professionalize the esport industry.”
Esports Insider says: DreamHack has a strong position in Europe and North America, hosting some of the largest audiences in those regions. Tying links with traditional sports can bring a broader audience and push forward the industry’s image if done properly. As such, it’ll be intriguing to see what happens from here.