Bastion Appoints Peter Filopoulos as Managing Director of Experience

Bastion has appointed veteran sports executive, Peter Filopoulos, as managing director of experience.

Commencing in early April, Filopoulos is tasked with leading the agency’s experiential, partnership, and sponsorship division, reporting directly to Bastion Group CEO Cheuk Chiang.

The appointment signals an investment in Bastion’s ability to deliver high-scale, integrated commercial solutions within the sport and entertainment sectors ahead of a busy global sporting calendar.

Commenting on the appointment and how it reflects the agency’s ambition to redefine experience-led growth., Group CEO, Cheuk Chiang, said: “Peter is one of the most respected leaders in the industry with deep expertise across sport, entertainment and major events.

“His experience building high-performing teams and commercially powerful partnerships makes him uniquely placed to lead Bastion Experience into its next chapter,” Chiang said.

Noting the shifting landscape of the sector, Filopoulos, added:“Experiential has fundamentally evolved. Clients are no longer looking for one-off campaigns but for connected platforms that create enduring brand relevance and deliver measurable commercial impact.”

Filopoulos brings more than 20 years of executive leadership to the role, having recently consulted for Canadian Soccer Media & Entertainment in preparation for the FIFA World Cup 2026.

His tenure as chief customer, brand and marketing officer at Football Australia from 2020 to 2025 was marked by the commercial rise of the CommBank Matildas and the Subway Socceroos.

Throughout his career, he has successfully secured over $100 million in sponsorship and partnership value, reinforcing his reputation as a heavy hitter in sports business and brand strategy.

The timing of the appointment coincides with Bastion’s efforts to streamline its multi-disciplinary model, which spans advertising, media, and digital services. By bringing in a leader with deep ties to major global events and national federations, the agency is positioning itself to capture a larger share of the “experience economy.”

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