Following the recent announcement about Trafalgar’s ground-breaking and historic 50:50 joint-venture partnership with Broadway’s The Shubert Organization – we now have some more exciting Olympia news to share with you.

British Airways has been unveiled as the first founding partner at Olympia and – as part of this arrangement – will become the naming rights partner for both the theatre and for Olympia’s new music venue.

On opening, the British Airways Theatre, Olympia will be the largest permanent new theatre to be built in London in almost 50 years.  As London’s first large-scale commercial theatre with a naming partnership, we are proud to be forging new ground in the live entertainment space. 

Olympia as a whole – with the theatre at its heart – will become a truly world-class destination – a legacy which stretches back as far as 1886 when the complex first opened.     

Over the coming months, we will be working with British Airways to shape the theatre partnership further and to align our Olympia operation alongside the British Airways brand. 

Through this Founding Partnership with Olympia, British Airways Club members will be able to enjoy exclusive access and year-round special touches across the destination.

Calum Laming, British Airways’ Chief Customer Officer, said: “We proudly celebrate British originality in everything we do, and we are thrilled to be investing in the future of London’s arts and culture scene. Being a Founding Partner of Olympia allows us to celebrate the best of both British and globally recognised talent across music and theatre.

“This iconic new destination, visible from our aircraft as customers arrive at Heathrow, offers a unique opportunity to connect our customers with our home city’s vibrant culture. We’re excited to be part of Olympia’s transformation and be able to offer our customers even more exclusive benefits that go beyond travel.”

Michael Volkert, CEO of Olympia Estates, said: “This new partnership with British Airways is testament to Olympia’s heritage, and to its future. For the last 140 years, Olympia has played a massive part in Britain’s cultural life, from welcoming one of the very first cinema screenings in the country to hosting performances from the likes of Jimi Hendrix and Pink Floyd. Now, as we inch ever closer to opening the doors of our fantastic new venues, we are delighted to be partnering with another iconic British brand to bring Londoners and visitors from all over the world the best music, premium theatre and hospitality the capital has to offer.”

Trafalgar Entertainment’s Co-Founder and Creative Director, Sir Howard Panter, said: “We’re enormously excited at the potential of operating the theatre-of-tomorrow at Olympia. It’s wonderful to be developing this groundbreaking partnership with British Airways in what will be a truly iconic theatrical venue.”