Executive Tournament Director

ATP 250 Zhuhai Championships

Zhuhai, China

$USD 1 million prize money.

September each year.

Managing Director

Tel Aviv Watergen Open ATP 250 Event

Tel Aviv , Israel

$USD1,200,000 prize money

September /October 2022.

Tournament Director of the Cathedral Invitational

December 2022.

Australia’s newest golfing tournament

Tournament Director

WTA 250 Astana Championships

Nur Sultan, Astana Open Kazakhstan

Sales Brokerage

St Petersburg Open ATP 250 event to Nur Sultan, Kazakhstan

2022.

WTA 250 Lease 2022 Citi Open Washington DC, combined ATP/WTA Event

Bondi Sands Lleyton Hewitt promotion

2022, 2023

Peter Johnston has over 30 years experience in the Global Sports and Entertainment Industry

Peter is regarded as an expert in the global sports and entertainment industry. He’s worked at the highest level of the sports and entertainment industry in Australia, USA and Asia Pacific Region in a range of roles including global sports administration, (WTA Tour) tournament directing (Australian Open, Australian Open Series events), event and program operations, staff management, business development, marketing, concept creation, program development, sponsorship, player management, and public spokesperson.

Here Are Just A Few Key Projects Peter Can Help You With

Asia Pacific Regional Solutions
Event and Tournament  Management
Program Design and Management
Staff Management
Project Directorship
Network Building
Marketing
Planning
Communication
Building Partnership Arrangements
Media Management
Facility Design
Sponsor Activation

Experience both On and Off the court.

Prior to this professional career, Peter played professional tennis on the ATP Tour from 1978-1985 and during that time played throughout Europe, the USA and the APAC region. This experience laid the foundation for his global understanding of sport and entertainment.

If you need someone with many years of experience then Peter is the right man for the task.

Peter has a wide range of contacts throughout the Tennis and Sporting industries.

Peter track record speaks for itself. He delivers on both Large and Small projects time and time again.

SOLUTIONS to issues and obstacles

Peter is highly motivated, passionate, achievement-oriented, innovative, analytical, responsible, ethical, and committed to any task undertaken. Throughout his career, Peter has always sought SOLUTIONS to issues and obstacles.

Program design and management

Peter has designed and managed a huge list of initiatives throughout his administrative career- The “tennis you’re gonna love it” national advertising campaign; “The Journey” – the pathway consisting of a range initiatives for the elite tennis Australia program; TAP- (Targeted athlete project) which was an “athlete focused, not program focused development program. ITN (International Tennis Number) and international player rating program later implemented by the ITF. WTA 125k Series- a new level of designed to underpin WTA Tour events; Australian Unity Tour/ Optus Tour/ Uncle Toby’s Tour- a series of development events for men and women held around Australia—all to name a few.

Staff Management

For 3 years commencing January 2012, Peter was WTA Managing Director Asia Pacific managing the Beijing office of WTA. For the 3 ½ years prior, he was Senior Vice President – Operations for the WTA Tour based in St Petersburg, Florida. In that role, Peter was responsible for the management of over 50 staff in 4 major departments located around the world. Peter’s efforts in this area contributed to the successful rollout of the all-new Tour structure with over $118 million USD in prize money across 54 events around the world.

Building Partnership Arrangements

Peter has a proven ability to deal with over 60 different Tournament Directors and player support teams around the world. He has extensive commercial experience in negotiating contracts, with a track record of obtaining and maintaining over $ 10 million in sponsorship in various roles, while laying strong foundations for long term successful relationships.

Program Design and Management

Peter has designed and managed a huge list of initiatives throughout his administrative career-
The “tennis you’re gonna love it” national advertising campaign; “The Journey” – the pathway consisting of a range of initiatives for the elite tennis Australia program; TAP- (Targeted athlete project) which was an “athlete focused, not program focused development program. ITN (International Tennis Number) and international player rating program later implemented by the ITF.
WTA 125k Series- a new level designed to underpin WTA Tour events ;
Australian Unity Tour/ Optus Tour/ Uncle Toby’s Tour- a series of development events for men and women held around Australia—all to name a few.  

Program Directorship

Peter executed the total delivery of major international and domestic events, through the implementation of the new “Roadmap “for the WTA Tour in 2009.

Also, he was responsible for the delivery of first WTA year-end Championships in Istanbul in 2011 which was critiqued as “best ever Championships”.

Prior to this, Peter’s experience through many years experiences at the Australian Open and the Australian Open Series delivering successful results within a deadline, within budget, and to the expectations of event owners.

Network Building

Peter has a demonstrated capacity to develop relationships with tournament directors, players, coaches, parents, agents, and international and domestic stakeholders to deliver successful outcomes for specific events and the sport in general. Throughout his career, he has built an enormous list of contacts which again, can be accessed in order to achieve Solutions. Most often the solution or fast track to progress relies on knowing the right person and where they fit in line with your plans. A Broad network is essential in any business and access to the contacts which Peter has built up over his career will help you find the “right person’.

Marketing

Peter has developed and implemented the marketing and communication plans for programs, initiatives, events, and the tennis brand globally over a 30-year period to the highest level. Peter will assess the program or product, understand what is required to create maximum target audience appeal, and then shape strategies and programs which deliver the desired outcome. Throughout his career, Peter has continued successes in this area and he can help you and within your budget!  

Planning

Projects can require years of planning, others can require months, and others just weeks. Peter has Developed and implemented the marketing and communication plans for programs, initiatives, events, and the tennis brand globally over a 30-year period to the highest level. He understands and assesses what the end goal is and what resources can be potentially available to achieve the goals.

Communication

Developed and implemented the marketing and communication plans for programs, initiatives, events, and the tennis brand globally over a 30-year period to the highest level.  Peter is a big believer that the right communication program can save a project thousands of dollars on advertising for any project or organization. At the same time, bad communication, the wrong people speaking, can severely damage a program and prevent the end goals being achieved. Let Peter help you design and implement an effective communication for your project or organization.

Media Management

Peter is a skilled media spokesperson and has been the key spokesperson in his various roles with WTA and Tennis Australia and now in his current roles. Acted as public spokesperson through television, newspaper and radio for tournaments and programs. He has performed this role in his previous roles as a Tournament Director and Head of Men’s Tennis at Tennis Australia. He Demonstrated strong communication and presentation skills to convey ideas and company position to internal and external stakeholders.
He has also had extensive experience with issues management and messaging- so important with the relentless public focus in the sports and entertainment business.
Peter’s understanding of the media and what works and what does not, can help you deliver the right image to your public and stakeholders.

Chance for Malaysia to nurture tennis talents

WTA chief optimistic about China Open

WTA enjoys the party after stars cause tennis boom in Asia

Peter Johnston charged with furthering WTA in Asia Pacific

http://sports.ndtv.com/tennis/news/189818-wta-to-introduce-new-challenger-event-in-india

Facility Design

Recommendations on facility construction to ensure venue is developed in accordance with aspirations of the venue.
Court surface, stadium fittings, grounds.
Peter has seen and understands every event surface and what works and what doesn’t for your needs. also can make sure you don’t make mistakes with your structure, venue design.

Sponsor Activation

Peter has a successful track record of working with sponsors to maximize the return on their investment while delivering on the contracted benefits for the sponsor, he can create exciting innovations which add value for the sponsor and enhance the partnership. examples include the extension of the Optus sponsorship of tennis in Australia which expanded from Davis Cup through to junior tennis, Optus Team Tennis Australia, and the Australian Open. Coopers Beer as a sponsor in Adelaide expanded their partnership to other Australian Open Series events. Peak sponsorship of WTA now has grown to encompass player sponsorship program and the WTA Finals in Singapore in 2015. within the sponsorship package.
Peter can work with your event and sponsor to maximize the benefits of the partnership.

Event and Tournament Management

Tournament Director of Priceline Pharmacy Kooyong Classic and Managing Director of the ATP 250 event in St Petersburg Russia. Peter has a history of Tournament Directing major tournaments. His previous roles included 2015 and 2016 WTA Elite Trophy Zhuhai, China; Australian Open Deputy Tournament Director; Tournament Director of ATP and WTA events and as General Manager of Events at Tennis Australia.