Nick Baker is a Chief Operating Officer for the Global Partnerships division of AEG, the world's leading sports and live entertainment company. In his role, Baker oversees worldwide sales sponsorship for AEG’s portfolio of over 130 world-class platforms including venues, sports franchises, events, tours, festivals, digital content, entertainment districts, and real estate assets across five continents. With the ability to activate and engage customers at over 10,000 events annually, the AEG Global Partnerships division generates more than $670 million in revenues annually and was named “Best In Property Consulting, Sales and Client Services” multiple years by the industry trade publication, Sports Business Journal.
Under his leadership, the division manages more than $3 billion in sponsorship and premium seating revenue and has forged agreements with more than 1,000 companies including renowned brands such as Delta Air Lines who he negotiated with this year to renew and expand their more than decade-long relationship with AEG and launch a brand-new Delta Sky360° Club inside Crypto.com Arena, Mercury Insurance a trusted LA Kings partner who he renewed to become the team’s first-ever jersey partner, Blue Shield of California, also a long-standing AEG partner who he led negotiations with this year to become the LA Kings newest helmet partner, Herbalife Nutrition, the LA Galaxy’s official jersey partner who he renewed in 2022 as the longest-running jersey sponsorship in MLS history, ABM, Pernod-Ricard, Marriott and more. In addition to managing the teams responsible for the analysis, budgeting and forecasting for its sales strategies, Baker is responsible for identifying and cultivating relationships with emerging companies and categories. He also oversees the maintenance of more than 4,500 partnership agreements.
Baker joined AEG in 2005 and quickly rose through the company, becoming the youngest vice president of the Global Partnership’s division in 2010, and its youngest senior vice president in 2013. In 2017, he was promoted to a Chief Operating Officer of the division. Additionally, he is responsible for the co-management and operations of a worldwide staff of more than 300 people.
During his tenure at the company, Baker led the team that was responsible for signing naming rights agreements for the Amgen Tour of California, Valley View Casino Center, as well as its name change to Pechanga Arena (San Diego, CA), BBVA Stadium (Houston, TX), Allianz Parque (Sao Paulo, Brazil) StubHub Center, and its new name of Dignity Health Sports Park (Carson, CA). In 2021, he was responsible for co-leading negotiations for the record-breaking 20-year naming rights agreement for Crypto.com Arena (formerly STAPLES Center). The landmark deal valued at nearly $750 million is the single largest naming rights agreement of its kind in the history of the sports industry to date. Moreover, in 2023, he led negotiations with Peacock for the naming rights to Peacock Theater (formerly Microsoft Theater), L.A. LIVE’s iconic home of concerts and award shows as well as Peacock Place (formerly XBOX Plaza), the entertainment district’s 40,000 square foot open-air plaza.
Over the years, Baker has been recognized for his outstanding achievements in sports and live entertainment. He was named to Variety’s “Dealmakers Impact Report,” which honors top businessmen and women in entertainment and global sports business group, Leaders recognized him as the top executive in his category by including him on their “Under 40” list for international sales executives. Furthermore, his exceptional leadership in Los Angeles was recognized when he received Sports Business Journal’s “Forty Under 40” award.
Born in Denver, CO, Baker graduated from Arizona State University, W.P. Carey School of Business with a degree in business administration and was a member of the Sun Devils football team. He lives in Manhattan Beach, CA, with his wife Heather, daughter Olivia and son Barrett.
In the fall of 2019, Baker and his wife’s youngest child Barrett ("Bear") was diagnosed with hepatoblastoma, a rare liver cancer. Bear has endured over two years of chemotherapy and eight surgeries, including a liver transplant, to help again reach remission; his resiliency is a source of inspiration for the family and their legion of friends. In 2021, Baker and his wife joined with the Cancer Support Community (CSC) to establish The Bear Fund to provide navigation resource services and financial assistance so every child can Fight Cancer Like a Bear. Baker also serves on the Children’s Hospital Los Angeles (CHLA) Foundation Board of Trustees.