Sam Booth joins AEG Europe as Director of Sustainability

To further develop AEG Europe’s Net Zero and Sustainability strategy, Booth joins the company with the intent of driving forward their plans for a climate positive future.


AEG Europe, a global leader in music and live entertainment, have appointed Sam Booth as their Director of Sustainability. In this new role, Booth will provide strategic direction, expertise, and support to AEG Europe’s various business units as they continue to transition to Net Zero and confront the impact of the climate emergency on the business and operations.

Whilst AEG Europe seeks to minimise its impact on the planet and raise public awareness about important issues that affect the environment, the timely appointment of Booth and his experience of over 10 years working across high-profile event production and sustainability projects with some of the world’s biggest brands such as Nestlé, adidas and Pernod Ricard, is integral to the company.

“We entertain millions of fans across thousands of events annually and as such, we are acutely aware of our responsibility and take care to lead by example to ensure a sustainable industry and a healthier planet”, said John Langford, Chief Operating Officer, AEG Europe. “Given Sam’s exceptional background in this field, we are so excited to have him join the team to focus on and lead the development of these plans.”

Speaking on his appointment, Booth, AEG Europe’s new Director of Sustainability, says: “I am absolutely thrilled to be joining the AEG Europe team. As leaders in their field, they understand the importance of taking a proactive role in introducing a sustainability strategy that sits at the heart of the business to drive the industry towards a more sustainable future, which is why I can’t wait to get stuck in and be a part of it.”

Due to their various initiatives such as powering events and venues with 100% renewable energy sources, to banning single-use plastic across venues and festivals, or more uniquely introducing an onsite wormery at The O2 in London as well as over 50,000 bees that live on the roof of the Mercedes Benz Arena in Berlin, AEG Europe’s efforts haven’t gone unnoticed. Most recently The O2 were awarded the first arena in England to receive its Greener Arena accreditation, awarded by A Green Festival Ltd.

Booth’s appointment adds to the list of recent announcements from AEG Europe, as they continue to expand on their growth plans and ready themselves for another strong year of live music and entertainment.

Nic Howden
Author: Nic Howden

Nic is a senior PR professional, former Editor In Chief. With strong exposure to the live music/events industry, Nic has the ability to conceive/deliver successful campaigns and on-going publicity leading to excellent media coverage.

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