Paul Samuels

Executive Vice President, AEG


I am a very skilled sales and marketing professional, with over 20 years’ experience working for blue chip brands and organizations, running large teams and a seasoned negotiator in complicated contract negotiations.

I have been fortunate to work in exciting and high profile industries and sectors. I am most well-known for my expertise in the sponsorship industry where I have worked across client, agency and must recently right holders side of the business.

Highlights of my career have included working for O2, where I negotiated the shirt (jersey) sponsorship for the England Rugby Team and Arsenal Football Club. However, it will be my creative negotiation and idea to name The O2 that will be his legacy at my time at O2. The partnership re-defined the traditional corporate sponsorship into a customer engagement opportunity, which delivers true ROI for O2.

Other highlights, include my current role at AEG, where I oversee a team of 100 people across Europe, China & Australia finding & negotiating with brands & partners for our assets including sport teams, venues & festivals and working with some of the world’s largest brands such as O2, Sky, Barclaycard, American Express, Barclays, MBNA, Coca Cola, Nissan, Mercedes, Heineken, Accor Hotels and AB Inbev to name a few.

With regard to charity, I sit on the overall fundraising committee of Nordoff Robbins Music Therapy and their Silver Clef Awards committee, where I help to raise funds for this great cause.

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