Page 226 - They Also Served

has permeated the final’. After congratulating Arthur Ashe on his 1975 Wimbledon singles victory by ‘manifesting superb tactical acumen’, Ashe replied, ‘If you say so, Peter’.
West was also active in other broadcasting, presenting Come Dancing from 1957 to 1972, What’s My Line?, Wish You Were Here, and What’s New? from 1962 to 1964, the forerunner of Tomorrow’s World. He was also active as a radio broadcaster and as the rugby correspondent for The Times, and later cricket and rugby correspondent for The Daily Telegraph. Never shy to diversify, West appeared in television commercials for Nescafe, Gillette and Vauxhall. He also co-founded West Nally with Peter Nally, which became one of the most influential sports marketing companies. Although the junior partner, it was West who, in 1972, persuaded Benson & Hedges to sponsor the new one-day cricket format, an arrangement that lasted for 30 years.
Peter West died in 2003. He was married for 56 years to the woman he met in his first job, the one-time secretary to the irascible SSAFA air marshal.
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