Greg Sproule

Senior Advisor

Greg Sproule, Senior Advisor at EMIR, is a globally recognised sports marketing and events executive with over 30 years of experience creating, delivering, and marketing large-scale sports events across the Middle East and Asia. He provides invaluable guidance to clients aiming to commercialise and activate events, assets, or iconic developments through strategic sponsorships and partnerships.

Currently serving as Chief Executive Officer and Managing Partner of Peregrine & Co, a Dubai-based sports marketing firm specialising in delivering and commercialising iconic sport and lifestyle events and sports marketing advisory services across the GCC and beyond. Before founding Peregrine, Greg was CEO of Falcon and Associates, overseeing major Dubai sports and cultural initiatives such as the Slync.io Dubai Desert Classic and the Dubai Moonlight Classic, among other strategic endeavours for Dubai’s leadership. 

Before joining Falcon, Greg spent 24 years at IMG, a global leader in sports, events, and media, initially as Vice President of IMG Singapore and later as Managing Director of IMG Middle East. During his tenure, Greg led programs that delivered over USD 1 billion in sponsorship revenues, delivered award-winning sports properties, and led IMG to be voted the GCC’s Best Sports Agency for five consecutive years. Notably, he secured Tiger Woods’ first golf course design deal globally, the largest non-industry deal ever concluded. Greg also conceptualised, commercialised, and delivered major golf events such as the Abu Dhabi HSBC Championship, regarded as one of the European Tour’s premier golf events, and spearheaded the creation of the Saudi International. His initiatives have significantly elevated the profile and commercial success of sports events in the region.