In a major coup for London's cultural scene, British Airways has been unveiled as the headline sponsor for the new events venue at Olympia London, as the £1.3 billion regeneration project nears completion.
A Landmark Partnership for West London
The flagship UK carrier has secured naming rights for two key components of the vast development: a 3,800-capacity music arena, to be known as the British Airways ARC, and a 1,575-seat venue, the British Airways Theatre. This theatre is poised to be the largest new purpose-built theatre in London in nearly 50 years.
Operated by AEG Presents UK, the new venue will be integrated into the airline's popular loyalty programme. This means British Airways Club members will receive early access to tickets for every concert and play staged at the venues, while also earning valuable Avios points on their purchases.
Transforming a Historic London Landmark
The sponsorship announcement marks a pivotal moment for Olympia, which first opened its doors as an exhibition centre in 1886. The ambitious overhaul, which will transform the site into a hub for retail, dining, entertainment, and office space, has faced pandemic-related delays and local planning objections concerning late-night licensing and traffic impact.
Beyond the two headline venues, the full Olympia development will feature 30 bars, restaurants and eateries, two hotels, and 550,000 square feet of office space, creating a major new destination in the heart of West London.
Boosting London's Cultural and Economic Landscape
Andrew Spencer, Chief Operating Officer of AEG Presents Europe, described it as a "pivotal moment." He stated, "We’re delighted to be working with British Airways... Olympia is a place that has an incredible musical history which we want to honour whilst creating a venue that is thoroughly modern with world class facilities for artists and fans alike."
Calum Laming, Chief Customer Officer at British Airways, emphasised the airline's commitment to British creativity, saying, "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."
Michael Volkert, Chief Executive of Olympia Estates, highlighted the venue's rich heritage, which has hosted icons like Jimi Hendrix and Pink Floyd. He noted the partnership with another iconic British brand will help "bring Londoners and visitors from all over the world the best music, premium theatre and hospitality the capital has to offer."
The project is seen as one of the most ambitious regeneration efforts in recent years, following in the successful footsteps of other major London developments like King's Cross and Battersea Power Station.
