Juventus are preparing to welcome a new executive into their organisational structure, with Peter Silverstone expected to arrive from Newcastle United. The club’s management team is still being rebuilt, and fresh appointments are being made across both the sporting and commercial departments.
Calciomercato report how negotiations for a new sporting director are in their final stages, with Marco Ottolini — who recently left Genoa — among the frontrunners. Alongside this sporting development, the club is now also focusing on strengthening its commercial operations, with Silverstone poised to become a key part of that strategy.
Who Is Peter Silverstone
Born in Glasgow, Silverstone graduated in law from the University of Edinburgh. He began his professional career in the financial sector with Morgan Stanley before moving into the sports business world.
His football industry experience took off at Arsenal, where he spent seven years holding various commercial positions before being promoted to Chief Commercial Officer. In 2022, he left the north London club to join OneFootball as Senior Vice President for Global Development, managing relationships with clubs and leagues worldwide. His most recent role has been with Newcastle United.
The Newcastle Chapter
Silverstone joined Newcastle United in October 2022, taking on the role of Chief Commercial Officer during the early phase of the club’s new ownership era. During his tenure, he played a central role in boosting the club’s commercial profile, developing strategic partnerships and new revenue streams.
Among his achievements was the high-profile sponsorship deal with Adidas worth roughly £30 million per season — a major step in strengthening Newcastle’s commercial growth. However, recent structural changes within the club are leading to his departure, paving the way for a new chapter in Turin.
What His Role at Juventus Will Be
Silverstone is expected to join Juventus as Head of Commercial Operations, taking charge of the club’s business and marketing strategy. His work will focus entirely on the commercial side of the organisation, with all sporting matters continuing to fall under Damien Comolli’s remit.
The appointment would come as part of a wider overhaul at Juventus, where significant changes have been ongoing since June.
Filling the Void Left by Calvo
Silverstone’s arrival would effectively replace Francesco Calvo, who left Juventus in June to join Aston Villa as Managing Director of Revenue and Institutional Relations. Calvo’s departure left a vacancy in the club’s senior commercial leadership — one that Silverstone now looks set to fill, continuing the club’s push to modernise and strengthen its global business structure.
