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.

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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.

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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.