About this Event
Peter Moore: Playing to win at Xbox, EA Sports and Liverpool FC
A legendary figure in global sport, tech, and gaming joins Wisła Kraków – and you’re invited to witness the beginning of a new chapter.
On 13.09.2025, join us in Kraków for an exclusive fireside chat featuring Peter Moore — the former CEO of Liverpool FC during its golden era (Champions League 2019, Premier League 2020), long-time executive at EA SPORTS, Microsoft Xbox, Sega, Reebok, and Unity Technologies. Today, Moore is taking on a new mission as a Board Advisor and minority shareholder of TS Wisła Kraków — owning 5% of the club (TS Wisła Kraków SA).
"From the streets of postwar Liverpool to the boardrooms of some of the world’s biggest brands, Peter Moore has been on the front lines of the sneaker wars, the console wars and the battle for global club soccer supremacy at the helm of one of the world’s biggest clubs.
This story of the epic journey of a publican’s son, who began his professional life as a physical education teacher in North Wales before risking it all to become an immigrant to the United States seeking better life opportunities, is a quintessential lesson in what’s possible when a motivated person can leverage personal assets and accompany them with an indefatigable can-do attitude.
Moore traces a career that includes senior positions at Patrick Sports Shoes, Reebok, Sega, Xbox, EA and Liverpool FC, collecting along the way the hard lessons gleaned from valiant challenger brands, as well as personal insights acquired learning the landscape of each new industry he encountered. Over the span of a tumultuous era, he evolved from humble shoe salesman selling cleats out of the trunk of a Toyota Camry to the Chief Executive Officer of Liverpool Football Club, at a time when LFC were champions of everything and everywhere.
With vivid reflections and candid confessions on an imperfect personal life, Moore takes the reader through the twists and turns―and inevitable good fortune― of successful spells in the high-stakes worlds of athletic footwear and apparel, as well as the challenge of a massive career change to the video-game industry at 44 years of age. Over the next two decades, he would be widely acknowledged as a legendary pioneer and figurehead in an industry that has become a $200 billion entertainment behemoth. Then, in a third act befitting his life in full, he finally returned to the city of birth to take on an entirely new challenge, becoming the CEO of Liverpool FC, the football club that he first saw play―and immediately fell in love with―in 1959.
Along the way there are insights on how he evolved both personally and professionally, retaining the best aspects of what his TED Talk described as “The Power of Scouseness,” and put aside nagging doubts of imposter syndrome, to emerge with a legacy of front-foot leadership and success in some of the world’s most competitive industries." - Game Changer: Playing to win at Xbox, EA Sports and Liverpool FC / Amazon.com
🎙 Why you should attend:
🚀 Event is dedicated for Football Fans, Business Leaders, Scientists, Investors, and the Startup & Tech Community:
Harness insights from a proven leader whose career spans global sports, gaming, and tech — delivering transformative results across diverse industries:
- Liverpool FC: Under Moore’s leadership as CEO (2017–2020), the club exceeded £500 million in annual revenue by deploying tech-driven strategies like CRM, omnichannel fan engagement, and data‑driven sponsorships—ushering in data‑powered digital transformation and sustained commercial growth. He emphasized a “local heart, global pulse” approach—presenting strategy to fan groups worldwide to build long-term loyalty
- EA Sports (2007–2011): As President, Moore oversaw flagship brands (FIFA, Madden NFL, NHL), launched the AI-powered Ignite engine for lifelike player behavior and immersive stadium realism, and founded the Competitive Gaming Division, shaping the early e‑sports ecosystem.
- EA COO: He led EA’s pivot from packaged goods to live-service, cloud gaming, managing a substantial digital transformation during a challenging period for the industry —emphasizing the importance of patience, transparent leadership, and staff accountability.
- Microsoft Xbox: As Corporate VP, he drove key console innovations including user-friendly controls, expansion into casual gaming, and international platform growth, demonstrating how consumer technology scales at a global level.
- Unity Technologies: As SVP of Sports & Live Entertainment, Moore spearheaded Unity Metacast—a 3D volumetric broadcast platform integrating AI, real-time 3D, metaverse tech, enabling immersive sports viewing, enhanced analytics, and new revenue models.
Peter Moore’s career also reflects powerful leadership lessons:
- He successfully navigated companies through major pivots, like EA’s shift toward digital services, by cultivating clarity, resilience, and long-term strategies.
- He built high-performing teams by aligning talent with vision, maintaining clear accountability, and embracing emotional intelligence .
🌟 Why This Matters for You:
- Business leaders & investors: Discover how scalable, long-term commercial models are built with patient capital, tech‑savvy infrastructure, and fan‑centered growth—lessons valuable across industries.
- Tech and startup ecosystem: Experience how sports, AI, and gaming converge to create new platform ecosystems, engage communities, and unlock monetization through immersive technologies.
- Executives of any sector: Learn from a leader who rebuilt brands with clarity, team alignment, and data-centric strategy—applicable to any business undergoing transformation.
🔥 What to expect:
- 60 minutes: An intimate “fireside” conversation with Peter Moore, hosted by Jarosław Królewski — uncovering his life, vision for Wisła Kraków’s digital transformation, brand evolution, and return to top-tier football.
- 60 minutes: Live Q&A with the audience (English + live Polish translation) — ask your questions directly on sport, business, tech, or his journey.
🎟 Who should attend?
- Die‑hard Wisła Kraków supporters ready for the club’s return to greatness
- Executives, investors, and entrepreneurs seeking inspiration from global sports-business strategy
- Tech & gaming professionals exploring synergies between sport and digital innovation
- Anyone excited by a new chapter in Kraków’s sports history
💳 Payment & Donation Information
All ticket revenue will be donated to Fundacja Otwarte Ramie Białej Gwiazdy Wisła Kraków — a foundation dedicated to:
- Supporting individuals with disabilities by improving accessibility to sports arenas,
- Activating and empowering people with disabilities across Małopolska,
- Promoting social, recreational, touristic, and cultural engagement for the foundation’s beneficiaries.
💡 Note: The payment also secures your reservation and helps prevent no-show seats from remaining unused.
🎯 Why this matters
- For Wisła fans: A historic moment — a global football titan advising your club.
- For business leaders & investors: A rare window into elite commercial strategy — with lessons you can apply to your ventures.
- For tech, gaming & startup communities: A showcase of how sports and digital can combine to create enduring value and community impact.
Join us on 13.2025 for a conversation that unites legacy and ambition, local pride and global vision, sport and technology, fans and innovators.
Seats are limited. Register now!
Agenda
🕑: 11:00 AM - 12:00 PM
Fireside Chat
Host: Jarosław Królewski
🕑: 12:00 PM - 01:00 PM
Ask me anything - Peter Moore answering audience questions
Host: Jarosław Królewski
Event Venue & Nearby Stays
Auditorium Maximum of the Jagiellonian University, 33 Krupnicza, Kraków, Poland
PLN 21.24 to PLN 99.00
