Bonham Group Europe Sold To Aeg

Sports marketing agency The Bonham Group Europe has been bought out by AEG with the newly integrated company renamed as AEG Sponsorship.

The new department will be led by Paul Samuels, formerly chief executive of The Bonham Group Europe and head of sponsorship at O2, and will report to David Campbell, chief executive and president of AEG Europe.

AEG Sponsorship will continue to develop The Bonham Group’s traditional services; market research, sponsorship evaluations, sponsorship sales and negotiations, but will also be tasked with working on AEG’s new ventures across Europe as well as working on AEG Live’s sponsorship of tours and events.

With backing from its US parent agency, The Bonham Group Europe was launched by Samuels only one year ago, and in the past twelve months has worked on a host of sponsorship and evaluation projects including O2 UK, O2 Ireland, Manchester City FC, Arsenal FC, Blackburn FC, The Motor Show, Westfield, Pettifer Estates and The Alternative Hotel Group.

The Bonham Group will retain a 5% share of a joint venture that will manage third party partnerships, which will be operated by the newly formed AEG Sponsorship department.

AEG has become a significant player in the European market in recent years having bought venues such as The O2 amongst others.