Build movements, not just brands — with purpose, passion, and precision.
Peter Filopoulos is one of Australia’s most accomplished and visionary sports executives, with over 25 years of C-suite leadership across national sporting bodies, professional clubs, global tournaments, and stadium enterprises. A dynamic keynote speaker, Peter is known for his ability to distill complex leadership, branding, and transformation strategies into powerful, actionable insights.
He has held senior leadership roles at Football Australia, Perth Glory FC, Football Victoria, Swimming Australia, Marvel Stadium, and AFL clubs Hawthorn and North Melbourne. Peter is best known for spearheading the brand and commercial transformation of the CommBank Matildas and Subway Socceroos - turning them into two of Australia’s most loved national teams and delivering record-breaking results in attendance, engagement, and revenue.
As a key architect of the FIFA Women’s World Cup 2023™—hailed as the most successful in the tournament’s history - Peter helped drive one of the most culturally significant and commercially impactful moments in Australian sporting history. The acclaimed ‘Til It’s Done’ campaign, which he led, won the Grand Effie, multiple Cannes Lions shortlists, and recognition as APAC Marketer of the Year.
Beyond sport, Peter is a strategic storyteller, customer evangelist, and legacy builder. He has influenced over $400 million in government investment for football infrastructure, including delivering $116 million ‘The Home of the Matildas’ at La Trobe University - Australia’s largest-ever football-specific facility. He is a trusted advisor and board member, having served on Cisco’s Global Customer Advisory Group and Vicsport, and is a graduate of the prestigious FIFA Executive Programme.
With an unmatched blend of boardroom acumen, brand-building expertise, and grassroots credibility, Peter’s keynotes are inspiring, grounded in real-world leadership, and tailored to spark change.
Talking Points
Leading through Transformation
Change is inevitable — but successful transformation is intentional. Drawing on over two decades of executive leadership, Peter shares how to lead teams, brands and organisations through disruption, reinvention and growth. From navigating crisis to reshaping national narratives, this keynote offers a blueprint for bold, values-led leadership in uncertain times.
Leading through Transformation
Building Movements, Not Just Brands
What turns a sports team into a national movement? In this keynote, Peter unpacks the thinking behind the rise of the CommBank Matildas and Socceroos, and how purpose-led storytelling can unite communities, galvanise support, and unlock commercial value. This session is a masterclass in how to build emotional connection in a distracted world.
Building Movements, Not Just Brands
The Business of Winning: Sport, Strategy and Social Impact
Sport is more than entertainment — it’s a driver of economic growth, cultural pride, and social cohesion. Peter explores how he has led projects that have attracted over $400M in government investment, delivered record-breaking campaigns, and turned grassroots participation into national momentum. A compelling look at sport’s true potential as a force for impact.
The Business of Winning: Sport, Strategy and Social Impact
Strategic Storytelling That Moves Markets
Great campaigns don’t just tell stories — they shape perceptions and shift markets. Peter shares the behind-the-scenes strategy behind the globally awarded ‘Til It’s Done’ campaign and other major brand wins. He explores how to craft narratives that engage audiences, elevate brands, and drive loyalty — especially in the high-stakes world of sport and entertainment.
Strategic Storytelling That Moves Markets
The Future of Fans, Experience and the Experience Economy
From connected stadiums to the rise of fan-owned narratives, Peter takes you inside the next wave of innovation in sport, entertainment and customer engagement. Drawing on his experience leading venues, events and national teams, this keynote explores how to design immersive, inclusive and emotionally resonant experiences that win loyalty — and drive growth.
The Future of Fans, Experience and the Experience Economy
From Vision to Legacy: Making Big Ideas Real
It’s one thing to set a vision. It’s another to mobilise teams, stakeholders and systems to make it real. Peter shares how he has successfully led strategic plans, restructured organisations, delivered infrastructure legacies like The Home of the Matildas, and aligned diverse interests behind ambitious outcomes. Practical, inspiring and grounded in execution.
From Vision to Legacy: Making Big Ideas Real
Legacy, Leadership and What Really Matters
In this reflective and inspiring keynote, Peter distils a career spent leading from the front — in the boardroom, on the field, and behind the scenes. He explores what leadership really looks like when the spotlight is off: values, impact, relationships, and the legacy we leave behind.
Legacy, Leadership and What Really Matters
I speak very highly of Peter, a visionary operator who always has the big picture top of mind. It was through Peter's initiative at Etihad Stadium that I had the pleasure to work with him ... keep reading Di Marca
In my dealings with Peter as the Director of Sales & Marketing at Etihad Stadium, I found him to be an outstanding professional in all aspects of the word. I've been fortunate enough to work with many of his peers in our global clients like Dallas Cowboys, Real Madrid and AEG to name a few... Peter would not be out of place in any of these organisations. Peter is a thought leader, an innovator and an individual who conducts himself in all his dealings with the upmost integrity. I was privileged to work with Peter on the digital transformation strategy of Etihad Stadium. He has an exceptional talent in sales and marketing and a proven track record which makes him a valuable asset to any organisation.
