“Brands are not just thinking cross-territorially, they are acting it”
How did you get started in the business? Sponsorship management was where I started, and 25 years later, I’m still here.
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 their partnerships with Arsenal FC and the England rugby team – but creating and establishing the naming rights…
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Paul Samuels talks to IQ about how he got into the sponsorship management industry, and trends across brand partnerships.
Comment 12 June 2026