Peter Sorkoff

Founder, Seer

Peter Sorckoff sees the big picture — the architecture of experience. With Seer, he brings more than 20 years of marketing, strategy and branding experience to the table in every interaction, leveraging his deep understanding of the human subconscious and the emerging phenomenon he calls ‘Fandom’.
Peter’s career began in a therapeutic environment, which informs his human-centric vision of marketing. That insight has served him well in his roles for major brands in the NBA, MLB, NHL, and other sports franchises around the world.

Prior to founding Seer, Peter was Chief Creative Officer & EVP Brand for the Atlanta Hawks and Philips Arena. At the Hawks, he managed the brand, marketing, digital, creative, production/content, innovation, and retail teams.

Peter was also the first to implement the use of social anthropology while leading the repositioning and rebranding of the Hawks franchise and served as design lead on the ‘Experience First’ renovation of StateFarm Arena — the first LEED-certified building in the NHL and NBA. His leadership was integral in developing the Emory Healthcare Courts practice facility — the first cohabited professional sports practice facility, human sports science lab and sports medicine and orthopedic practice in the US.

Currently, Peter leads the Seer team who recently consulted on the design and construction of Townsville’s new NRL stadium in North Queensland, Australia and Seer is currently advising AT&T’s Smart Stadium practice and Burns & McDonnell’s architecture and sports divisions.

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