Export date: Thu Dec 12 14:36:05 2019 / +0000 GMT

Peter Draper

Peter DraperPeter Draper is the man behind the world's most popular sports brand Manchester United FC., where he was responsible for their global brand image, development and sponsorship. He is an expert on branding, marketing and customer experience.

Peter Draper has been involved in the marketing of sport and with brands associated with sport for over 30 years. Prior to Manchester United Peter joined football sportswear company Umbro as European Marketing Director and helped build the business both in the UK and internationally. During that time Umbro held major agreements with many Rights holders including the England and Brazil national teams, Euro 96, Manchester United, Celtic, Inter Milan and Ajax, as well as personal agreements with Pele and Alan Shearer. Peter had primary responsibility for brand communications during that period.

In 1999 Peter joined Manchester United as the football club's first Group Marketing Director and oversaw the development and implementation of their international sponsor-partner programme as well as communications across the business. He also developed major partnership relationships with Nike, Vodafone, Budweiser, Audi, Pepsi, Ladbrokes, Barclays, Air Asia and Sun Microsystems.

In 2006 Peter founded his own “passion brands” strategic consulting business and has worked with such diverse organisations as The National Trust, The Football Association, The FA Premier League, Chelsea Football Club and brands such as Smirnoff, Sony Ericsson, Starwood Hotels, Cancer Research UK, Typhoo and Duchy Originals.

In 2010 Peter joined CAA Sports (entertainment and sports agency) to help grow the agency's sports consulting business and identify and develop new sales and sponsorship opportunities on behalf of its clients overseas. CAA Sports clients, among others, currently include Ronaldo, Beckham, FC Barcelona and Chelsea FC.

Peter has strong views on customer service, identification of customer needs and responsibility of organisations to respond to those needs.

Peter is a well-respected business speaker who has an intimate knowledge of the marketing of football globally and a keen personal interest in the effectiveness of sport as a modern communications medium. He has wide experience of business through his many roles with a variety of product categories from retail to telecoms, financial services to FMCG and can relate his current business experiences to other industries and their issues. His lighthearted style makes him particular popular with audiences who want to capture the inherent interest there is in football/sport around the world. He has presented at major conferences and conventions in Brazil, China, South Africa, the USA, Spain, Germany, Italy, Dubai, Ireland, France, and Australia.


  • Sports Marketing

  • Global Branding

  • Communications

  • Customer Relations