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Peter Draper
Former Director of Marketing at Manchester United FC
Peter Draper has been involved in the marketing of sport and with brands involved in sport for over 30 years. He 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.
In 1986 Peter joined football sportswear company Umbro and helped build that business both in the UK and internationally, as European Marketing Director, until the sale of the business in 1999. During that time Umbro held major…
Peter Draper has been involved in the marketing of sport and with brands involved in sport for over 30 years. He 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.
In 1986 Peter joined football sportswear company Umbro and helped build that business both in the UK and internationally, as European Marketing Director, until the sale of the business in 1999. 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 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 until 2006. Major partnership relationships included those with Nike, Vodafone, Budweiser, Audi,Pepsi, Ladbrokes, Western Union, Barclays, Air Asia and Sun Microsystems.
Since 2006 Peter has been a non-Executive Director of international creative communications agency "IRIS Nation" and Founder Partner of his own "passion brands" strategic consulting business. During this time Peter has worked with such diverse organisations as The National Trust, The Football Association, The FA Premier League, Haymarket Publishing, Chelsea Football Club and brands such as Smirnoff, Sony Ericsson, Typhoo, Starwood Hotels and Duchy Originals.
Peter is a well respected business speaker whose conversational and light-hearted style makes him particular popular with "single brand" audiences who want to capture the inherent interest there is in football/sport around the world. He uses his experience and personal interest to present on such topics as "Putting Customers First" , What's so special about Football, How best to use Sport, The Lessons to be learned from Sport, and Harnessing the Passion.
