Peter Moore Falls in Love with Wisła Kraków: “We Cannot Be an Average Club”

Former Liverpool CEO and current minority shareholder of Wisła Kraków, Peter Moore highlights the club’s history, passionate fan base and ambitious project as the Polish side looks to establish itself among the elite after returning to the Ekstraklasa.

“This is a team founded in 1906 in a magnificent city that has weathered many upheavals over the past century, but soccer has always been the common thread. The 'White Star’ shone brightly even during the most difficult times—during the occupation, the war, and incredible hardships,” says Peter Moore in an interview with beIN Sports USA. The former CEO of Liverpool is a shareholder in Poland’s Wisła Kraków—the only club of its kind in the world.

Wisła Kraków, a 13-time Polish champion and one of the country’s oldest clubs, returned to the PKO BP Ekstraklasa this season after several seasons in the lower division. A year ago, Peter Moore—former CEO of Liverpool from 2017 to 2020 and a manager at many renowned corporations, including Microsoft, Electronic Arts, and Reebok—became a minority shareholder in the club.

“I was thrilled to be part of the season in which we were promoted. I got to know the club and spent a lot of time not only with the club and its incredibly talented staff, players, and coaching staff, but also with the city itself. I had never been to Kraków before and was delighted when I went there for the first time. The beauty, the history—both the tragedy and the glory—and everything that goes with it. That’s why being there is a real pleasure for me. Next month, I’ll be back there for the 120th-anniversary gala and the match against Śląsk Wrocław. I can’t wait,” says Moore.

Wisła Kraków is renowned for its rich tradition and huge fan base, which filled the stadium—with a capacity of over 30,000—even when the team was in the lower leagues. The club is inextricably linked to Kraków, the former capital of Poland and the country’s most-visited city by tourists.

“It’s worth getting to know a club that enjoys multigenerational support. Its fans can trace the club’s history all the way back to their great-grandparents and grandparents, and the city itself is also a major soccer metropolis. It’s a team founded in 1906 in a magnificent city that has weathered many upheavals over the past century, but soccer has always been the common thread. The 'White Star’ shone brightly even during the most difficult times—during the occupation, the war, and incredible hardships,” explains Moore.

In May, images of Wisła fans’ wild celebration in Kraków’s main square after the team’s promotion to the Ekstraklasa went viral around the world.

Wisła Kraków is also an extraordinary club in terms of its use of modern technology. Its majority shareholder, Jarosław Królewski, also owns Synerise, a company specializing in artificial intelligence. For years, he has been implementing AI and Big Data solutions in soccer, and this is beginning to bring increasingly positive results.

“I’m fascinated by what Synerise does. I use AI every day in my personal life. Jarosław used his company and personal wealth to buy the club, and then, in the early years, he decisively turned it around and made it focus on what it once was—a recognized European club. From that perspective, it has truly paid off. I’m watching what they’re doing with great interest,” says Moore, who himself worked at tech companies for years.

Wisła Kraków started the 2026–27 season with two wins and two losses in the PKO BP Ekstraklasa. Their matches are very exciting, as 16 goals have been scored—eight scored and eight conceded.

“The first goal is to solidify our position in the top league. Both Jarosław and I believe the key is to turn our home stadium into a kind of fortress that will secure the points we need. There’s a huge leap in quality between the leagues. The Ekstraklasa is one of the most competitive leagues in Europe. I know one thing—Wisła Kraków cannot be “average”. The fans won’t accept that. Jarosław and I won’t accept that.”