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Case Study

Peter Daire

BA (Hons) Business and Management


Peter has built an enviable career since leaving university working for iconic brands such as The FA, Sky Sports and Channel 4. He credits an inspiring course and work placement for his priceless experience.

I was born in County Durham but brought up on the South Coast, so studying at University of Sunderland was like coming home. The course was inspiring, and for me, having a work placement built into it was a priceless experience and acted like a springboard for my career.

Since leaving university I’ve worked for Channel 4, Turner Broadcasting, Sky Sports and with the Football Association managing £30 million in sponsorship deals for brand names like Umbro, Mars, Vauxhall, E.ON, Carlsberg, M&S and McDonald’s.

These run across all levels of football from grass roots right up to the England team, The FA Cup and Wembley Stadium. I’m delighted to be where I am today but without the foundation that my university education gave me, I doubt I would have got this far."

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