He will report directly to Eurosport's UK commercial director Mark McFarlane and will be responsible for pan-European sales across the media group's multi-channel portfolio.
Borestrom will be based in Eurosport's Covent Garden office and will work on multimedia platform sales offers in TV, online and mobile.
He previously spent three years at EuroNews, where he was international account director, and had stints at Metronome Film & Television AB, and European Computer Telecoms.
McFarlane said: "We are delighted to bring Fredrik into the UK sales team. He is a recognised and respected figure in the Pan-Euro sales market, and will make an excellent additional to our operation."
He added: "His recruitment reflects our policy of continued investment in Eurosport's London operation, which is the leading Pan-Euro sales operation in the market."
International events scheduled to be broadcast by Eurosport in the coming months include the French Open Tennis, Le Mans 24-Hrs and the Tour de France.
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