Like Tim Cook and Gen Z, AEG’s top exec eats the same lunch most days and wears the same outfit on repeat

Coins2Day’s series, The Good Life, shows how up-and-coming leaders spend their time and money outside of work.

Today, we meet Paul Samuels, president of global partnerships at the entertainment giant AEG.

Drake may have turned The O2 into the O3, but this is the man who negotiated the historic deal 20 years ago that saw The O2 get its iconic name in the first place.

“At the age of 26, I was probably the youngest head of sponsorship in the industry while working at O2, with the largest budget,” Samuels recalls.

It was back in 2004 and the Gen Xer was brokering deals with the likes of Arsenal Football Club and the England Rugby Team, when a new opportunity landed on his desk: the chance to sponsor the Millennium Dome. At first, Samuels passed. 

But then inspiration struck—what if they didn’t just sponsor it, but also stuck their name on it? 

“Everyone thought it was a crazy idea and it got turned down internally several times, but I kept pushing. It felt like a make or break moment,” Samuels adds. “We ended up signing a naming rights deal for what is now known as The O2.”

It wasn’t just a pivotal moment for the huge London arena, which sees the world’s biggest stars from Usher to Andrea Bocelli perform under its roof, but also a huge turning point for Samuels’ career. 

A year later, he was poached by the naming rights company he worked with on the deal, The Bonham Group, as its European CEO—all by 30 years old.

Then in 2006, he oversaw the company’s sale to AEG Europe, landing him a foot in the door of the company he still works at today.

Now, president of global partnerships at AEG International, Samuels heads up a 100-stong team, partners like the Uber Arena in Berlin and even The 02—which is owned by AEG, and according to Samuels’, still delivering a strong ROI 20 years later he brokered the partnership. 

Like Steve Jobs, Tim Cook, and even Gen Z, Samuels is a fan of eating the same thing for lunch nearly every day (a humble jacket potato) and opting to wear a self-prescribed work uniform: a Ralph Lauren polo shirt and jeans. 

Coins2Day’s previously heard that it’s the easiest productivity hack for those looking to save time and fight decision fatigue. 

The finances

Coins2Day:  What’s been the best investment you’ve ever bought?

My house. Eight years ago, we were happily living in Mill Hill in London, and decided to get a quote for a kitchen extension. The costs seemed so high, I joked it would be cheaper to move and that ended up being the reality! But it certainly wasn’t cheaper. We stretched ourselves to the limit, and had several months of doubt and worry if we were making the right choice, but eight years later, we realise it was the best thing we ever did. Yes, it was hard, but it all worked out in the end, and we now have an investment our future selves will thank us for. 

And the worst?

The worst investment decision I ever made also relates to property. My first flat was a one-bedroom flat in Hendon. I managed to purchase a second home, without needing to sell the flat, as there was very little capital in the flat given I purchased it when you could get a mortgage with 5% deposit! I decided to keep it on as a buy-to-let, before getting suddenly nervous about capital gains tax, so I sold it. I think I walked away with £10k, but if I had just held onto it, I would have been looking at a great return today.

If you have children, what do your childcare arrangements look like?

I have three daughters now aged nearly 17, 15 and 13. My wife made it clear when we got married that she wanted to be a stay-at-home parent, and to be honest, I couldn’t do the job I do if our family didn’t have her support. I often need to travel at the drop of a hat and have been so lucky in that I’ve not had to worry about home life as she has everything under control. My wife considered setting up a business when the kids got older and perhaps she still will; however, for now, our family hugely benefits from the flexibility she offers by supporting the kids and ferrying them around after school activities or to social arrangements. It’s a full-time job and one that she loves. We’re very lucky. 

What are your living arrangements like: Swanky apartment in the city or suburban sprawling?

I live in a small village on the outskirts of North West London. We fell in love with the garden when we saw this house, as well as the privacy and quietness of the close. We’ve just undergone a full refurbishment, and love spending time there. 

How do you commute to work?

I drive to the station, and then have a 30 minute train ride. 

Do you carry a wallet?

I don’t carry a wallet—everything is on Apple Pay—but I do have a card holder attached to my phone, as you never know when you need your Amex physical card! 

The key for me is my Amex. Both the Platinum Amex due to the benefits it offers, but also my BA Amex card. I am obsessed with collecting both Avios points and companion vouchers. As someone who loves to travel with the family it saves a lot of money! 

Do you invest in shares?

I don’t invest in shares (apart from those purchased by pension plans & ISAs) but I keep meaning to! IG Group is our new naming partner in Nagoya in Japan. They have a great app that makes it so easy to do and this is one of my goals for 2025.

What personal finance advice would you give your 20-year-old self?

Buy a house earlier. Renting is throwing away money. I know the biggest issue nowadays is accumulating a deposit; however, if there is a workaround, such as saving, loans or family support, then I would tell my younger self to get on that property ladder! I was 27 years old when I purchased my first flat—today that is young—but at the time it wasn’t. I wish I had done it earlier.

The necessities

How do you get your daily coffee fix?

I would love to like coffee. But the truth is, I hate it.  So for me, it’s an English breakfast tea with a slice of lemon (and one sweetener).

What about eating on the go?

Most days, if I’m in the office, it is “Lunch al-desko”. I’m a traditionalist and always have the same thing: a jacket potato with beans. The sad fact is, the local office hotspot knows me so well that all I need to do is smile and nod, and my spud is prepped and ready to go without even having to open my mouth.

That said, due to the nature of my role, there are a lot of restaurant lunches and dinners—some posh, some not so! My favourite place to go is a good old Jewish style deli, which there are now very few of in London. But when I’m in NYC or LA, if a client wants to take me out, that’s where we go!

Where do you buy groceries?

It’s an Ocado delivery through and through. Very rarely do we go to a supermarket, unless it’s for a last-minute dash for something.

How often in a week do you dine out versus cook at home?

Monday to Friday we are normally at home. Often all eating at different times, depending on work, kids sports, or other mayhem. Friday night is always family dinner, where we sit down and eat together. Saturday will often be dinner with friends, and we now opt for more local restaurants. Sunday we tend to go out for dinner with the kids or order takeaway together. 

Where do you shop for your work wardrobe?

People who know me know I have a very basic dress code. I’m always in a blue or black Ralph Lauren polo shirt. I have a LOT of them. In fact, when we were renovating the house, I decided to have a clear out and I’m ashamed to say I took around 70 of them to a charity shop, and I’m still left with plenty.  

The treats

How do you unwind from the top job?

I keep having the urge to take up padel or golf. But so far, I’ve failed at both. As I do so much travelling for work, I am often rather happy to relax on the sofa with Netflix. 

What’s the best bonus treat you’ve bought yourself?

Holidays, holidays, holidays.

Take us on holiday with you, what’s next on your vacation list?

I work for holidays! I love holidays. As my kids are so busy with their own social lives, the fact that I get a week or two with them when we go away is just so incredibly valuable.

We love going away at Christmas—it’s two weeks where the world of business shuts down, which means I can too. Over the last several years, we have discovered cruising. We often go to the Caribbean, but have also been on cruises in Asia. It is a great way to travel the world.

Though we love beach holidays, I now prefer holidays where you can mix up relaxing with some sort of activities. In recent years, we have done a West Coast driving trip from San Fran to Vegas with numerous stopovers, which included relaxing but also fun activities. Our happy place as a family is Thailand.

How many days of annual leave do you take a year?

A lot!

Coins2Day wants to hear from leaders on what their “Good Life” looks like. Get in touch: [email protected]