AEG Europe has hired Sam Booth as its first director of sustainability. Booth will be tasked with further developing the pan-European venue operator’s net zero and sustainability strategy.

Booth will spearhead AEG Europe’s sustainability efforts and build on existing initiatives such as powering events and venues with 100% renewable energy sources, banning single-use plastic, introducing an onsite wormery at The O2 arena, and accommodating more than 50,000 bees on the roof of the Mercedes Benz Arena in Berlin. Most recently, The O2 arena in London became the first arena in England to receive Greener Arena accreditation from A Greener Festival (AGF).

Booth has more than a decade of experience working across high-profile event production and sustainability projects with major brands such as Nestlé, adidas and Pernod Ricard. His previous roles include client services director at Equals Agency and account director at Futerra.

John Langford, COO at AEG Europe and chair of industry-wide sustainability working group LIVE Green said, “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. 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.”

Booth said he is 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.”