Director, Digital Products & Partnerships, ESPN Australia/New Zealand
Lance Peatey oversees the digital product, editorial and sales business for ESPN Australia/New Zealand – the largest digital sports publisher across the region. Over the past two decades he has filled various roles spanning broadcast, print and digital media with major networks and publishers in Australia and the UK.
Peatey started his career with the Seven Network in Brisbane, where he worked on The Big Breakfast – a children’s program that was broadcast nationally and was the first of its kind in Australia to feature web interaction within a live broadcast. His journey with Seven continued to the Sydney 2000 Olympic Games, where he became a sports writer/producer with Seven’s digital division – i7 – and worked on what became the world’s biggest Olympics website at the time.
Following the 2000 Olympics, Peatey progressed to editor of 7sport.com.au before moving abroad for a short stint in Canada followed by three years in London. He had a brief reunion with Seven at the 2006 Olympic Winter Games in Torino before settling in London, where he worked with IMG Media for a majority of his time in the UK. At IMG Peatey managed key global clients such as Vodafone and Visa, overseeing digital strategy/activations for the England Cricket Board, FIFA World Cup 2006, UEFA Champions League and Rugby World Cup 2007.
Peatey concluded his time in London with a role at the BBC, where he stepped away from sport and worked on factual programming including The Culture Show and Timewatch, but he soon returned to sport publishing in Australia as Executive Producer of Sport at Ninemsn. Within two years at Ninemsn, Peatey executed a strategy that saw the Wide World of Sports website become No1 general sports site in the country – peaking with record audience and revenue across the London 2012 Olympic Games.
Peatey is also a published author, having written A Complete History of the Rugby World Cup – In Pursuit of Bill (2015) and he edited David Pocock’s best-selling autobiography Openside – My Journey to the Rugby World Cup (2011), both published by New Holland. A Complete History of the Rugby World Cup had a third edition published after the 2015 tournament, and the first two editions in 2007 and 2011 received acclaimed reviews – with one writer at The Independent newspaper in the UK in 2007 calling it “a minor masterpiece.”