Peter Draper, ”UK Sports at Heart”

The Sports Entrepreneurs Podcast by Marcus Luer

Peter Draper, a true Yorkshireman with an incredible career in UK sports from UMBRO to Manchester United and many more. We are going all the way back to 1977 and how it all started with the English Basketball Association. Join us for an incredible journey through English sports history.

Key Highlights

1. How it all started, from Rugby to Basketball – 1977 -1986 , from school and amateur player to administrator in the English Basketball Association in Leeds – sports history
2. UMBRO – big move (40 miles across the country 😊) as marketing executive in 1986 (his wife asking “what did you apply that for” 😊)
3. UMBRO, a sports apparel and equipment manufacturer was formed in Wilmslow, England, in 1924 and was the distributor of adidas shoes initially
   1. Evolution of the brand across Football and Peter’s roles in B2B
   2. Sponsor and kit supplier of the English National Team and Brazil (when they won the World Cup in 1994) and a mix of top players
   3. Ajax, Inter Milan, AC, Rugby British Lions,
4. Next stop, Manchester United, with Peter Kenyon – in 1999 (had just won the triple – flying high on the field), first proper Marketing Director in the club
   1. Less is more approach – Champions League model
   2. Switching from Sharp (a long term partner) to Vodafone (before Mobile was a big category) as Shirt sponsor, the stories behind it and the money involved
   3. No real data points available yet, first research done and how Peter used it to renew Vodafone (ROI & ROO)
5. Big Name players, from Beckham, Giggs to Cristiano Ronaldo – how to work with them - Alex Ferguson and his philosophy
6. Big overseas Tours, first proper execution – Asia Tour in 2001 (Malaysia, Singapore, Thailand) and USA in 2003 – massive response
7. Loose Lips Ltd (the meaning behind it) – brand marketing, strategy and sponsorship consulting past 18 years
   1. Peter sharing insights on a big project that hasn’t seen the light yet (Premier League)
   2. Other projects, including Harry Potter digital
8. CAA Sports – mismatched expectations
9. Peter Lim, Manchester United F&B and Valencia CF owner (Singaporean Billionaire)
   1. Valencia CF stories
10. FIFA World Cup 2030 – final discussion and debate

About

Passionate and knowledgeable about sport and the marketing that drives the industry, Peter Draper’s knowledge of the marketing of international football positions him as an expert and sought-after keynote speaker on branding, marketing and customer experiences.

Starting out with basketball early in his career, Peter turned a hobby into a job when he accepted a position with the English Basketball Association in 1977. Promoting major basketball events at international venues including Wembley Arena and The Royal Albert Hall, he soon became adept at knowing how to deliver exactly what sponsors want.

Joining sportswear company Umbro in 1986, Peter was instrumental in building the brand into an international contender and as European Marketing Director, he drove the business to major success until it was sold in 1999. Peter secured contracts with 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.

After Umbro Peter joined Manchester United as the club’s first Group Marketing Director. He was in charge of the development and implementation of their international sponsor-partner programme, partnership relations and oversaw communications throughout the business.

Non-Executive Director of international creative communications agency IRIS Nation, Peter has also founded his own ‘passion brands’ strategic consulting business Time & Tide.

He works closely with many organisations including The National Trust, Cancer Research UK, 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 member of the Advisory Board for various diverse businesses, and he worked with JK Rowling to shape the commercials around www.pottermore.com, the digital home of Harry Potter. He sits as the sport expert on www.krow.com, the creative agency that is working with the BOA/TeamGB on their communications platform and sponsorship programme for Rio2016, and works with Gary Neville and Ryan Giggs on their business, Class of 92.

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