Hugo Brady

SVP of Strategy and Planning, AEG Europe

Responsible for strategy and planning within the global leader in sports and live entertainment.

Sitting on AEG’s senior leadership team, Hugo supports the business with long-term commercial strategy and financial planning. This includes major investment assessment across AEG Europe’s portfolio of world-class venues, including The O2 in London, Accor Arena in Paris and securing Berlin’s Mercedes-Benz Arena and surrounding Mercedes Platz entertainment district.

Joining AEG in 2012 at the time of the London Olympics, Hugo helped deliver a Europe-wide budgeting and forecasting function for the newly formed AEG Europe, reporting to the European Executive and LA teams respectively. Prior to joining AEG, Hugo was a Chartered Accountant in Ernst & Young’s music and media team, covering corporate and IP rights valuation and business modelling.

For over ten years, Hugo has worked across AEG’s European businesses on strategic projects, forecasting and budgeting. His skillset has seen him providing regular deliverables into the European senior leadership teams and the LA office of the Chairman of the company. Hugo is also involved in new business development, working alongside other teams across the business, with a particular focus on the commercial modelling and valuation of opportunities.

Hugo was instrumental in the successful Rock en Seine and Eden Sessions acquisitions, BST Hyde Park and All Points East tenders, and securing AEG’s newest venues at Olympia, Wolverhampton and Watford.

Hugo lives in East London, neighbouring two AEG landmarks, The O2 and Victoria Park, home to Uber One presents All Points East. On the weekend, Hugo enjoys escaping the city to explore Epping Forest with his family.

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