Bill Peterson is a senior business development executive and leader with more than 20 years of experience guiding organizations through growth, change, and innovation. His career has spanned international sports, media, and technology, where he has consistently built partnerships, expanded markets, and inspired teams to pursue bold goals.

As Commissioner & CEO of the North American Soccer League, William led the league through a transformative period, growing revenue by nearly 400% and securing partnerships with global brands including CBS Sports, ESPN, and Under Armour. Earlier, as President of NFL Europe, he expanded professional football across seven countries, forging sponsorships and building cross-cultural connections that grew the sport’s reach and fan base. His leadership at AEG Sports and Centerplate further strengthened his expertise in sponsorship, media relations, and strategic growth. Today, as Managing Partner of TopSport Solutions, he advises companies in sports, technology, and experiential industries on brand development and market expansion.

A lifelong learner, William has pursued advanced education at MIT’s Sloan School of Management, completing its program in AI for Business Strategy. He also holds a B.S. in Health and Physical Education from Lock Haven University of Pennsylvania.

Beyond the boardroom, William brings a passion for resilience, empowerment, and personal growth. Drawing on his professional journey, he connects lessons from high-stakes negotiations, leadership challenges, and international experiences to the core principles of wellness and recovery. His message is grounded in the belief that hope, responsibility, learning, advocacy, and support are not only essential for organizational success, but also for personal well-being.

William’s story demonstrates that no matter the arena — business, sports, or life — with vision, determination, and the right support, we can get well, stay well, and achieve our goals.