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Formula E is delighted to announce the appointment of Sam Piccione III as the championship’s new Chief Revenue Officer.
Piccione arrives from AEG Europe, where he has been the Senior Vice President of Sales. Among his many achievements he has developed a reputation for securing high-profile deals within the entertainment sphere including Mercedes-Benz’s 20-year naming rights of the Arena and Entertainment District in Berlin, 10-year naming rights of the Bercy Arena in Paris by Accor Hotels and Delta Air Lines Founding Partnership at The O2 which includes a unique lounge called NY-LON.
Prior to joining AEG Europe, Piccione worked for the company in Beijing, China and in December of 2009, AEG announced that Mercedes-Benz committed to the first-ever naming rights deal in China in a 10-year deal to name the Shanghai World Expo Cultural Center. In late 2010, AEG China again made history by selling the naming rights deal of Wukesong Arena in Beijing to MasterCard. This is the first Olympic venue to have a naming rights partner.
Piccione graduated from the University of South Carolina with a degree in Sports Marketing. He began his career in 1998 with the Anaheim Angels Baseball Club and Mighty Ducks of Anaheim Hockey Club.
Sam Piccione, Chief Revenue Officer at Formula E, said: "I am very excited to join Formula E today and contribute to the already established successes of the series going into season two. I have been following the story of Formula E since 2012 when I was in China. The leadership and vision of Alejandro Agag combined with the energy and passion of the entire organisation to create new and bold experiences for the fans and corporate partners is what attracted me most to this opportunity. I look forward to applying the global experience I have gained over the past 17 years in the sports and entertainment business to drive revenue growth for Formula E."
Formula E CEO Alejandro Agag said: “We are delighted to have someone of Sam’s ability and experience join the team. Sam was honoured by the Sports Business Journal with their Forty Under 40 award in 2012 as one of the industry’s most influential sports executives under the age of 40, and his ability to bridge the worlds of sport and entertainment perfectly complements the philosophy of Formula E.”