“Brands are not just thinking cross-territorially, they are acting it”

AEG International’s president of global partnerships, Paul Samuel, unpacks how diversified, multi-market partnerships are bolstering the rapid expansion of the company’s international venue operations, in an exclusive Q&A as part of the Global Arena Guide.

How did you get started in the business?
Sponsorship management was where I started, and 25 years later, I’m still here. Early on, I worked with Ministry of Sound and S Club 7 before moving to O2 to oversee and negotiate…

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