Sid Lee Sport appoints Peter Wilson as Head of Strategy

Wilson joins Sid Lee Sport to lead strategic direction for clients and help shape the agency’s next phase of growth.

Sid Lee Sport has appointed Peter Wilson as its new Head of Strategy, strengthening the agency’s senior leadership team and strategic capabilities as it continues to grow its global sports and sponsorship practice.

Wilson will lead the strategic direction for Sid Lee Sport’s clients, helping brands and rights holders identify meaningful opportunities to connect with audiences through sport, culture and creativity. Reporting to Sid Lee Sport’s Managing Director, Mike Grumbridge, Wilson will work closely with the agency’s leadership team to help shape its future direction and plot the course for its continued growth.

With more than 20 years’ experience in advertising, brand strategy and sports marketing, Wilson has worked across the UK and Australia, launching and growing brands in the technology, hospitality and sports sectors. His career includes strategic leadership across major global and national brands, sporting properties and cultural platforms, from the London 2012 Olympic and Paralympic Games to the FIFA World Cup 2026.

Peter joins Sid Lee Sport having provided direct consultancy to a variety of clients and agencies in the past year. Previously, he spent over 13 years at Iris, latterly as Executive Strategy Director and Partner, where he helped build the agency’s integrated strategic offering across brand, commercial, communications, data, PR and social disciplines. During his time at Iris, his work included growing Formula E’s fanbase and ‘Drop In With Samsung’, a partnership connecting Samsung, Skateboard GB and skate communities across the UK.

Earlier in his career, Wilson led strategy across key clients in Australia, including Origin Energy in partnership with Netball Australia, MINI, Global Rapid Rugby, Kimpton Hotels and Samsung. He began his career at McCann Erickson London before moving into senior planning and strategic leadership roles at Iris.

“Peter is quite simply one of the sharpest minds in the industry. He brings that rare combination of strategic rigour, creative instinct and genuine experience in sport, technology and culture,” said Mike Grumbridge, Managing Director of Sid Lee Sport. “He understands how brands can use sport to create meaningful connections with people, but also how to turn that thinking into effective, distinctive work. There’s nobody better suited to not only lead but supercharge our sponsorship effectiveness agenda.”

Commenting on his appointment, Peter Wilson said: “I’ve been hugely impressed by the breadth and depth of expertise the Sid Lee Sport team has in sports marketing – across brands, sponsors and rights holders. I’m lucky to be joining such a talented team and the agency is at an incredibly exciting point in their growth journey. Sports marketing offers us a unique privilege because we get to contribute to the joy of one of the last remaining monocultures. I love the challenge this presents, to connect our partners to fans in ways that build fame and effectiveness.”

Sid Lee Sport launched in April 2025 as the dedicated global sports practice of leading multi-disciplinary creative agency, Sid Lee. Headquartered in London, with offices in New York, Los Angeles, Montreal and Toronto, the agency counts Tommy Hilfiger, Visa, UEFA, OPPO, FIFA and Lidl amongst a growing roster of top-tier brands and rights holders benefiting from the agency’s specialist sponsorship, creative, and operational expertise.

Sid Lee Sport is a member of kyu, a collective of top-tier global creative companies established by Japanese advertising giant Hakuhodo DY Holdings in 2014 to invest in all forms of creativity, innovation, and international growth.

Source: Sid Lee Sport

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