Viaplay names former MTG exec Roger Lodewick to lead in Netherlands

Roger Lodewick (Source: Viaplay)

Embattled Nordic streamer Viaplay has appointed Roger Lodewick to lead its operations in the Netherlands.

Lodewick becomes SVP and CEO at Viaplay Netherlands, effective immediately, and joins from esports gaming company ESL Faceit Group where he was president of sports games.

He will hold commercial and operational responsibility for the Viaplay streaming service in the Netherlands and report to Peter Nørrelund, Viaplay Group EVP and chief sports & business development officer.

Lodewick was previously CEO of DreamHack Sports Games and co-CEO of DreamHack, leading the portfolio of esports and gaming businesses owner by Viaplay forerunner Modern Times Group (MTG), before the company was split up.

Before that, he worked for as a media sales & product exec at Team Marketing, a global marketing agency for the UEFA Champions League and UEFA Europa League.

Viaplay has endured a tumultuous 12 months, most recently seeing its shares dive 75% in December after unveiling a recapitalisation plan. It had already confirmed it would be refocusing on core markets and closing operations in the US and the UK, with companies including Canal+ and PPF since taking major stakes in the streamer as its share price dived.

The Nordic streamer has been led by president & CEO Jørgen Madsen Lindemann since the exit of Anders Jensen in June, whose exit preceded job cuts of around 30% as it shifted to a country-based operating model.

Nørrelund said: “Roger brings the proven commercial, operational and strategic know-how to take our Dutch business to the next level. We have an outstanding sports streaming product that is profitable and continuously growing in value for fans across the Netherlands.”

Lodewick added: “Since entering the Dutch market just two years ago, Viaplay has made numerous bold innovations and established a world-class production set-up. The company’s country-based operating model gives us both flexibility and local ownership, and I’m confident that we can continue growing and reinforce Viaplay’s position as the benchmark in Dutch sports streaming.”

In addition to Formula 1, Premier League football and PDC darts, Viaplay’s sports rights portfolio in the Netherlands includes Bundesliga, EFL Championship and Carabao Cup football, Hoofdklasse field hockey and Enfusion kickboxing.