About SAM

Unparallelled Experience.
Across Sport, Theatre, Musicals, Corporate, Experiential and Concerts. 

Sam Ould is a show caller and sports presentation producer with 35+ years of high-level events experience.

His extensive portfolio spans World Cups, Grand Finals, world tours, regattas, and tournaments across more than 80 venues in 20 countries. Sam’s versatile background ranges from the Rio 2016 Olympic Games to touring international Broadway productions such as The Phantom of the Opera.

 

Today, Sam works primarily as a show caller for major corporate and sporting events. He leverages his deep understanding of audience dynamics and stakeholder management to deliver seamless events that satisfy everyone involved—from marketing teams to athletes on the field.

 

Since starting with Disney’s Beauty and the Beast in 1995, Sam mastered the precise art of show calling across thousands of musical theatre performances. This expertise facilitated a swift transition into the sporting arena in 2006 at the Doha Asian Games, where he called football matches at the Prince’s private stadium for the Qatar host nation. Since then, he has called high-stakes events, matches, tournaments, and grand finals for premier clients including FIFA, World Rugby, the Wallabies, and the Socceroos to name just a few.

 

Over the last 15 years, he has maintained enduring sporting partnerships with major entities such as the Gold Coast Suns, SailGP, and the Torian Pro CrossFit Games. He show called, floor managed or DJ’d! every season of the Big Bash Series (before the BBL!) from 2005; and then across all forms of cricket for the Tasmanian Tigers, SA Redbacks; then for the Hobart Hurricanes, Brisbane Heat and the Australian Men’s and Women’s Cricket Teams, as well as calling the ICC 2015 Cricket World Cup Final at the MCG (and other Pool matches including a match with one billion people watching the broadcast!) and on the field as flag and anthem ceremony floor manager for the ICC T20 Cricket World Cup in 2022.

 

In 2020, Sam’s unique skill set was called upon to develop, implement, and operate the pioneering aFX digital crowd noise system for the NRL, broadcasting from the Channel Nine studios in Sydney. That same year, he called the historic AFL Grand Final at the Gabba. He also served as the Floor Manager for Cricket Australia’s 4th Test, strictly managing Queensland Health’s COVID-19 safety measures. As one of only two personnel permitted on the field of play, this role highlighted the immense trust clients place in his professionalism.

 

Recently, Sam’s exceptionally varied career has seen high demand for Event Control leadership at large-scale international events. His comprehensive knowledge of scheduling, operations, and Functional Areas has been instrumental in leading teams within a 3C structure for major global projects. Key recent appointments include Event Control for World Expo Dubai 2020 (being delayed until 2021 / 2022) and the Red Sea International Film Festival in Jeddah, Saudi Arabia 2023, as well as serving as Show Lead for the 2024 Al Wathba Tribal Parade for His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the United Arab Emirates and Ruler of Abu Dhabi.

 

Other notable career milestones include serving as Venue Producer at the Rio 2016 Olympics and Paralympics, the Lima Pan American Games 2019, inaugural 2010 Youth Olympics in Singapore, The Arrival of the Pope in 20028 and CHOGM in 2011 in Perth. For the 2018 Commonwealth Games, he stage-managed major events across Australia for the Queen’s Baton Relay before returning to the Gold Coast to call the Closing Ceremony.

 

Globally and across Australia, Sam continues to collaborate with world-class agencies, producers, and event companies, including Eventco, Fourth Wall, Riser, Event 360 UK (now Kojo), MCI, Glo Events, Dark Arts Global, Downtown Events, Tait, People & Co, QPAC, TEG, and Torian Pro.

 

And with the upcoming 2032 Games, Sam has the knowledge and hands-on experience of working in over 20 sporting stadiums in Queensland.

 

Backed by an unparalleled depth of experience, Sam brings a confident, composed presence to every production, instilling calm and focus in the teams he leads.