Peter Bayer is Chief Executive Officer of Visa Cash App Racing Bulls, one of two Red Bull-owned Formula One teams, based in Faenza, Italy and Milton Keynes, UK. He joined the team in June 2023 and has since overseen its transformation from Scuderia AlphaTauri into the Racing Bulls identity, leading its commercial strategy, brand positioning and partnerships, including the team's multi-year title agreements with Visa and Cash App. Under his leadership, VCARB has become known for pairing on-track development of young drivers with a distinctive culture-led approach to fandom, spanning special-edition liveries, creator platforms and collaborations across music, fashion and design. Before joining Red Bull, Bayer spent five years at the FIA as Secretary General for Sport and Executive Director of the Formula One World Championship (2017–2022). In that role he managed the sporting, technical, safety, political and commercial aspects of all FIA motorsport series, led the governing body's negotiations on the current Concorde Agreement with the F1 teams and Formula One Management, steered the 2026 Power Unit Regulations, and oversaw the introduction of the Formula 1 Cost Cap. After leaving the FIA, he advised the Audi board on its plans to enter Formula One. He began his career at the International Snowboard Federation before founding VIA3 Communications in 2002, a consultancy specialising in youth engagement across sport, music, arts and entertainment, and launching the Sound City music festival in 2005. He served as CEO of the inaugural Winter Youth Olympic Games in Innsbruck in 2012, for which he was awarded the Olympic Order, and subsequently managed commercial interests for the IMOCA Globe Series and several of the world's leading ocean races.