As things turned out, Peter’s working life actually began in another sporting sphere. An enthusiastic skier and snowboarder, he was offered a position with the International Snowboard Federation who were keen to make good use of his business skills and knowledge of the sport. After that you could say that things snowballed!
He set up his own company, VIA3 Communications in 2002, specialising in youth engagement in sports, music, arts and entertainment, as well as setting up the Sound City music festival in 2005. His expertise promoting youth sport and music led to a role working alongside the International Olympic Committee, focussing on the newly-created Youth Olympic Games, in the role of CEO at the first winter games for youngsters in 2012 in Innsbruck. The following year, Bayer was awarded the Olympic Order for his outstanding contribution to the Olympic movement. In 2013, his Olympic connections led to Peter’s next move, into the world of sailing, managing commercial interests for what is now known as the IMOCA Globe Series, along with some of the world’s best known ocean races.
Finally, in 2017, the door to motorsport opened when the then FIA president, Jean Todt, was looking for a new Secretary General. To say that Peter’s responsibilities were far ranging would be an understatement. For starters, global management of all sporting, technical, safety, political and commercial aspects of all FIA motorsport series. Furthermore, as Formula One World Championship Executive Director, he was the team leader on the new Concorde Agreement negotiations with the F1 teams and Formula One Management, as well as for the 2026 F1 Power Unit Regulations. Bayer’s business background also meant he was the perfect fit to oversee the introduction of the F1 Cost Cap.
In 2022, after a very enjoyable and productive five years with the sport’s governing body, Peter decided the time was right to get more directly involved in the racing side of Formula 1. Various opportunities arose and he found himself supporting the Audi board with its plans to enter the sport. But then came the call from our parent company, Red Bull, and in June 2023 Faenza beckoned…
