Peter Draper

Peter Draper is a global sports marketing authority with over 30 years' experience transforming how brands connect with audiences through sport. He led Umbro's explosive growth from £16 million to over £400 million as European Marketing Director, then served as Manchester United's first Group Marketing Director, securing landmark partnerships with Nike, Pepsi and Vodafone. Since establishing his consultancy in 2006, he has advised organisations from Diageo to the National Trust, and collaborated with J.K. Rowling on Pottermore's commercial strategy. Peter equips audiences with proven frameworks for building powerful brand partnerships, creating exceptional customer experiences, and unlocking commercial value in competitive markets.

When Peter Draper joined Umbro Sportswear in 1986, the challenger brand was generating £16 million in revenue. Thirteen years later, when he departed as European Marketing Director, that figure had surged past £400 million, with operations spanning more than 40 countries. His journey began at the English Basketball Association, where he successfully led commercial sponsorship and media development programmes, partnering with major brands including Guinness, Kellogg's, and Channel 4. These formative years established his approach to sport as a powerful communications medium, one that could forge meaningful connections between brands, rights holders, and audiences. At Umbro, he collaborated with some of football's most prestigious organisations, from the Football Association and the Brazil Football Federation to Inter Milan, Ajax, and Manchester United, alongside global icons such as Pelé.

In 1999, Manchester United appointed Peter as their first Group Marketing Director, a role he held for seven years during a period of unprecedented commercial expansion. He led development across sponsorship, licensing, membership, retail marketing, international tours, and new media, securing landmark agreements with Nike, Pepsi, Budweiser, Vodafone, Audi, and even the New York Yankees. His ability to craft engaging commercial programmes demonstrated an intimate understanding of what brands need from sport and what consumers expect in return. Since establishing his consultancy in 2006, Peter has applied this expertise across remarkably diverse sectors, advising Diageo, RBS, Lacoste, Mercedes-Benz, the Singapore Tourist Board, the National Trust, and Dynamo Moscow. He also collaborated with J.K. Rowling to shape the commercial strategy for Pottermore, the digital home of Harry Potter, and serves on advisory boards for varied businesses whilst working with Gary Neville and Ryan Giggs on their Class of 92 ventures.

Peter's three decades navigating the intersection of sport, branding, and consumer behaviour position him to deliver practical insights that resonate far beyond the sporting world. His presentations and workshops focus on building powerful brand partnerships, creating exceptional customer experiences, and unlocking commercial value in competitive markets. Audiences gain proven frameworks drawn from real-world successes and challenges, learning how to place customers at the heart of strategy and deliver superior service that drives loyalty and growth. Whether addressing marketing professionals, business leaders, or organisations seeking to evolve their commercial approach, Peter translates complex sporting ecosystems into actionable principles that attendees can implement immediately, ensuring events deliver lasting impact and tangible results.