Peter is a prominent figure in UK and global sport, particularly in Premier League football during the 2000s. He began his career as Director and Chief Executive of Umbro International before joining Manchester United as Deputy Chief Executive in 1997. Promoted to Chief Executive in 2000, he helped transform the club into a major global brand, securing deals with Vodafone, Nike, and the New York Yankees, while achieving significant on-pitch success, including four Premier League titles and a Champions League treble in 1999.
In 2003, Peter became Chief Executive of Chelsea, where he negotiated record deals with Samsung and Adidas. Under his leadership, Chelsea won its first Premier League title in 2005 and secured multiple trophies, including another Premier League title and their first Champions League.
Since leaving Chelsea in 2012, Peter has advised various sports organizations and joined Williams Racing in October 2022 as an Adviser to the Board.