Paul Samuels

Paul Samuels is President, Global Partnerships, AEG International, where he leads all sponsorship sales, partnership activation and premium seating across AEG’s portfolio outside the United States. His remit spans some of the world’s most iconic live entertainment destinations, including The O2, Uber Arena and IG Arena, as well as major festivals such as American Express presents BST Hyde Park and All Points East. He also oversees AEG International’s Global Partnerships team across Asia, supporting a growing pipeline of new developments in key markets including Japan and Thailand.

Since joining AEG in 2007, Paul has played a pivotal role in shaping the company’s commercial strategy and driving long-term, high-value partnerships across its global portfolio. He joined from O2, where he served as Head of Sponsorships and first partnered with AEG to negotiate the naming rights for The O2 - widely regarded as one of the most successful and enduring naming rights partnerships in the industry. The deal helped redefine sponsorship as a powerful customer engagement platform and continues to deliver significant value for both parties today. During his time at O2, Paul also led major sponsorship agreements with Arsenal FC and the England national rugby union team.

In 2006, Paul became CEO for Europe at The Bonham Group, where he oversaw the business until its subsequent acquisition by AEG. Today, Paul leads a team of more than 100 specialists across Europe and Asia Pacific, delivering innovative partnerships that connect brands with audiences at scale across AEG’s venues, events and platforms.

In recognition of his contributions to the industry, Paul was honoured with the Champion of Sponsorship Awards in 2019, and became the inaugural recipient of the ESA Fellowship in 2023, awarded by the European Sponsorship Association for exceptional industry leadership.

Alongside his executive role, Paul is an active contributor to the wider industry and community. He sits on the committee for the Nordoff & Robbins Silver Clef Awards and supports initiatives including Speakers for Schools and the ORT Jump Start Programme, where he serves as a mentor.