Ashley Peden returns to GSW as Senior Vice President – Commercial

General Sports Worldwide Consultancy are delighted to announce the appointment of the vastly experienced Ashley Peden as Senior Vice President – Commercial.

Ashley returns to GSW after a highly successful three-year spell as Chief Commercial Officer at Premier League Sunderland AFC, during which time he spearheaded a period of immense growth for the Wearside club in their retail, partnerships, and premium experience functions. 

One of the most respected commercial executives in English football, he spent more than 20 years working for Derby County, including as Director of Partnerships where landed some of the largest commercial partnerships in EFL history.

He also had an 18-month spell in a GSW consultancy role with Sunderland, which resulted in his permanent appointment at the Stadium of Light.

GSW CEO Sam Rush said:

“We are delighted to welcome Ashley back to the GSW family having followed his journey with Sunderland really closely.

“Ashley is someone I’ve known for a long time having worked with him during my time in club football – he has vast industry knowledge, contacts and experience and will be a valuable asset to GSW, an organisation that he already knows very well.”

Ashley added:

“It’s wonderful to be back working with people I know and respect, like Andy Appleby and Sam, who were my owner and CEO at Derby County, at such an exciting time for the company.

“I’m looking forward to using my experience from more than 25 years working in football to work closely with a number of clubs to help them discover new commercial opportunities – and enhance existing ones – to maximise their revenue.”