Peter Daire

Senior Executive Advisor, Sport

Peter Daire is a Senior Executive Advisor in PwC Middle East’s Sport & Destinations team, with more than 25 years of experience across the global sports and media industry. He specialises in commercial growth, sponsorship, marketing and business strategy, advising ministries, federations, rights holders and sports organisations across the region. His career includes senior commercial roles at The Football Association, FIFA, Sky and Turner, alongside leadership positions in sports marketing and advisory businesses. Peter brings deep expertise in building commercial programmes, securing high-value partnerships and developing sustainable revenue strategies, combining international industry experience with a strong understanding of the business of sport.