The Art of Negotiation (LI)


Paul Sergeant

Paul’s first taste of the sports and entertainment business was on the day of Charles and Diana’s wedding, 29 July 1981 when life began as a cleaner at Alton Towers, the UK’s number one theme park. He left his role as Public Catering Manager four years later and after a stint back packing around the USA joined L&R Leisure as one of their Operations Managers in 1985. Life on the road meant involvement with a wide array of outdoor events including festivals, concerts, shows and fares the most notable being Queens last ever live gig at Knebworth, England.

Paul moved to the Wembley Stadium complex as the then Junior Assistant Merchandising Manager in early 1988. Following a series of promotions Paul became Commercial Director of Wembley in June 1991 two months before his 30th birthday. In 1995 Paul was promoted to Stadium Director where all things operational were added to his commercial portfolio and in 1997 he also took on Board responsibility for Wembley Arena and Wembley International. Paul moved on from Wembley in January 2000 after the sale of Wembley Stadium to the Football Association.

After three years as a freelance operator Paul became the General Manager of the Millennium Stadium in Cardiff, Wales and became the venues CEO in early 2005. During his tenure at the famous Cardiff venue Paul played a pivotal role in turning around the financial performance of the business and in January 2005 produced Wales’ largest ever charity concert, Tsunami Relief Cardiff raising in excess of £1.5m for the UK’s disaster relief fund to help survivors of the 2005 tsunami catastrophe.

Paul was awarded an OBE for Services to Business in the 2006 New Years Honour list.

In February 2007 Paul joined the AEG Ogden team as General Manager of Suncorp Stadium; a role he retained until moving to become the CEO of Welsh professional rugby team Llanelli Scarlets in September 2009. Paul returned to the AEG Ogden fold the following August to become the CEO of Allphones Arena and moved to Melbourne in October 2012 to become CEO of Etihad Stadium. In 2016 Paul took on a new challenge. He founded Paul Sergeant Events to focus on bringing niche events to Australia. Paul also joined the Board of PMYGroup and the Advisory Board of The Victoria Patriots.

Paul is happily married to Chris and they have two children, Bo and Coco.