Sam Piccione III, Senior Vice President, AEG Global Partnerships, Europe and China at AEG
Sam joined AEG Europe’s headquarters in London on February 25, 2013. This is Sam’s 3rd country with AEG and in this role he oversees new business development for AEG Europe’s portfolio of sports teams, facilities and events, as well as, venues in China. Using his experience of selling sponsorships across borders, Sam will focus on packaging assets for new partners while mentoring the sales team across Europe and China.
In October 2014, under Sam’s leadership, AEG extended their partnership with Mercedes-Benz via a 20 year naming rights agreement to rename the venue formally known as The O2 World. This partnership will be effect from July 1, 2015.
In January 2008, Sam accepted the position to move to Beijing and lead the sales efforts of AEG’s newest initiative of arenas in China. In December of 2009, AEG announced that Mercedes-Benz committed to the 1st naming rights deal ever in China in a 10 year deal to name the Shanghai World Expo Cultural Center, the Mercedes-Benz Arena. While in China, Sam also over saw the commitment of 8 additional Founding Partnerships with China Merchants Bank, Moet Hennessy Diageo that includes the naming rights of the music club, Coca-Cola, Harman Kardon, BlackBerry, China Unicom, Budweiser, Mengniu Milk and Starwood, while building a local sales team. In late 2010, AEG China again made history selling the naming rights deal of Wukesong Arena in Beijing to MasterCard. This is the 1st Olympic venue to have a naming rights partner with the official Grand Opening on January 21, 2011.
Sam joined AEG in August of 2006 as the Director, Corporate Sales. Assigned to sell sponsorships for AEG Facilities, Events, Teams and Live Content. Some of the larger deals sold were the naming rights to Jagermeister of the Toughest Cowboy event, the 1st founding partnership at Citizens Business Bank Arena to San Manuel Indian Casino, as well as, the naming rights of the LA Women’s Tennis Open to East West Bank.
Sam joined the Telemundo Station Group and NBC Station Group, in late 2004 as Director, Business Development selling on-air and on-line inventory for the 16 Telemundo stations and 12 NBC stations with a focus of cross-selling Hispanic and general market media to clients across both station groups. In January 2006, Sam took a position in NY with NBC to be the Director Sports Sales, NBC Sports Station Group, and co-created NBC Station group’s 1st ever dedicated sports sales initiative out of NY headquarters. Working with the 12 stations to maximize revenue of leading sports properties including: NFL, NASCAR, Wimbledon, French Open, Kentucky Derby, Notre Dame Football and the 2006 Winter Olympic Games in Torino, Italy.
Upon graduating from the University of South Carolina with a degree in Sports Marketing, Sam began his career in 1998 with the Anaheim Angels Baseball Club and Mighty Ducks of Anaheim Hockey Club. In 7 seasons with the Angels Baseball Club, Sam was an intern for 6 months, Marketing Representative for 2 years and Corporate Sales Manager for 4 years brining in some of the biggest partnerships during this time. And was part of the Angels organization when they won their only World Series in 2002.
In 2012, Sam was honored by the Sports Business Journal with their Forty Under 40 award as one of industry’s most influential sports executives under the age of 40.
In 2006, Sam was named The University of South Carolina, Dept. of Sport and Entertainment Management, Alumni of the Year.