Hugo Brady

Hugo Brady is Senior Vice President, Strategy and Planning at AEG International. A global leader in sport and live entertainment, AEG own and operate some of the world’s leading arenas and venues, numerous sports franchises, as well as a collection of companies dedicated to producing, promoting, and presenting world-class live entertainment. 

As a member of AEG International’s executive team, Hugo is responsible for leading long-term commercial strategy and

financial planning across the company’s businesses outside of the Americas. His remit includes evaluating major investments across AEG’s portfolio of world-class venues, including The O2 in London, Accor Arena in Paris, and Uber Arena in Berlin, as well as supporting the company’s continued expansion across Asia Pacific. This includes projects such as UOB Live in Bangkok, Mercedes-Benz Arena in Shanghai and IG Arena in Japan, as well as a growing pipeline of new venue developments.

Hugo joined AEG in 2012 and played a central role in establishing a Europe-wide budgeting and forecasting function for the business. Prior to joining AEG, he trained as a Chartered Accountant at Ernst & Young within the firm’s music and media team, where he specialised in corporate and intellectual property valuation and business modelling.

Throughout his career at AEG, Hugo has worked extensively across the company’s international operations on strategic initiatives, financial planning, and performance forecasting. He remains deeply involved in new business development, with a particular focus on commercial modelling, valuation, and the assessment of global growth opportunities.