Peter is a Senior Advisor at Norwest, where he advises portfolio companies on sports data and media strategy.

He brings more than 40 years of global leadership experience across the sports, media, and technology sectors, with senior executive roles spanning Europe, Asia, and the Indian subcontinent.

Peter previously served as Head of Sports Partnerships at Meta, where he worked across Facebook, Instagram, WhatsApp, and Oculus, helping shape the growth of digital sports content and data rights. Earlier in his career, he was CEO of Eurosport, CEO of ESPN-Star Sports, and CEO of Ten Sports, leading the largest sports television networks across multiple regions and overseeing significant mergers, acquisitions, and successful exits.

Throughout his career, Peter has been deeply involved in securing and executing some of the world’s largest sports rights, including the Olympics, World Cup soccer, NFL, NBA, Champions League, Premier League, and international cricket.

He currently serves as Chairman of Wembley Stadium in London and holds board roles with the Saudi Pro League, the Professional Triathlon Organisation, and Super League Europe. He also advises a range of sports technology companies.