From 1 January, Juventus have officially welcomed Peter Silverstone as the club’s new Chief Business Officer. His arrival represents a major addition to the management structure, bringing in a leader with strong international experience and a proven track record in commercial growth at top European clubs. Silverstone, a Scottish executive, joins in a role designed to strengthen Juventus’ business operations and global positioning.
Before moving to Turin, Silverstone most recently worked at Newcastle United, where he played a key role in the club’s strategic and commercial transformation. His impact in England was evident both in economic results and in the development of the club’s brand, helping Newcastle to modernise and expand its international reach.
Who Is Peter Silverstone?
Silverstone brings more than twenty years of international experience in finance, sports marketing and commercial development. He began his professional journey at Morgan Stanley, before moving into the world of sports business with roles at Kentaro, Silverstone Sports Consulting and Pitch International. This background allowed him to build expertise in sponsorship, media rights and global partnership strategies.
From 2015 to 2020, he held key roles at Arsenal, eventually becoming Chief Commercial Officer. After his time in North London, he moved into a global role at OneFootball, further consolidating his understanding of the digital and media side of the game, and then joined Newcastle in 2022, where he was central to their commercial restructuring.
What He Achieved in England
During his spell at Newcastle, Silverstone contributed to a significant strategic and commercial shift for the club. Among the most notable achievements associated with his tenure were the return to the Champions League and the conquest of a first domestic trophy in decades, milestones that boosted the club’s profile and attractiveness.
Under his guidance, Newcastle’s commercial revenue is understood to have grown markedly, supported by a strengthened portfolio of partners including major brands such as adidas, Sela and Fenwick. The club also expanded its international presence with pre-season tours in markets such as the United States, Australia, Japan, South Korea and Singapore, and invested in improving the matchday and hospitality experience at home.
Silverstone’s work also extended to retail and licensing, where there was a renewed push to grow merchandise sales and brand visibility. Further progress was made in the women’s sector, with record attendances for the women’s team, and in the membership programme, which saw strong development in terms of engagement and numbers. Throughout this process, he has often underlined the importance of respecting the traditions, values and culture of the club he serves.
What His Role Means for Juventus
At Juventus, Silverstone’s mission will be to enhance the club’s international profile and drive growth in commercial revenue. His remit will cover the development of new strategic partnerships, the optimisation of existing sponsorships and the strengthening of the Juventus brand in key global markets. In an era where financial sustainability and global visibility are crucial, his experience at Arsenal, OneFootball and Newcastle is expected to be highly valuable.
The appointment signals Juventus’ intention to invest in off-pitch excellence as much as on-pitch performance. By bringing in a manager with such a solid background in business development, the club is clearly looking to build a more robust commercial structure, support long-term sporting ambitions and reinforce its position among Europe’s elite. It is an addition aimed squarely at the future, shaping the club’s growth both inside and outside the stadium.
