British Airways Becomes Founding Partner of Olympia Redevelopment
British Airways has been announced as the first Founding Partner of Olympia, taking on naming rights for the new music venue and theatre, and providing exclusive benefits to its Club members.
Originally built as an events and exhibitions venue nearly 140 years ago, Olympia is undergoing a significant redevelopment that will introduce new cultural, entertainment, and hospitality spaces. Alongside its heritage halls, the renewed destination will feature a music venue, a purpose-built theatre, two hotels, 30 food and beverage outlets, 550,000 sq. ft of office space, and 2.5 acres of public areas. A phased opening is planned for early 2026.
British Airways ARC
British Airways ARC, located above Olympia’s existing West Hall, will be operated by AEG Presents UK. Opening in 2026, the venue will be purpose-built for live music and entertainment, with a capacity of up to 3,800. Visitors can register for updates, including initial event announcements, via britishairwaysarc.co.uk.
Partnership with Olympia’s New Theatre
The British Airways Theatre is set to open in 2027 and will have a capacity of 1,575 seats, making it the largest permanent theatre built in London in nearly 50 years. It will be operated by Trafalgar Entertainment and The Shubert Organization. Together with the British Airways ARC, the British Airways Theatre will uphold Olympia’s long-standing reputation as an entertainment hub, a role it has played since 1886.
Benefits for British Airways Club Members
Through the partnership, British Airways Club members will have access to dedicated ticket allocations for each British Airways ARC performance via a member-only portal. Customers will also have the option to purchase tickets that include access to The British Airways Wing, a VIP lounge featuring a cocktail bar and, for select events, a private balcony with stage views.
Members will be able to earn Avios on purchases within select Olympia venues, including upcoming bars and restaurants operated by Incipio Group.
Supporting Creative Talent Through The BRIT School
As part of its commitment to supporting British creativity, British Airways will become a brand partner of The BRIT School. The airline will fund places for nearly 60 students annually and will contribute to refurbishing The BRIT Theatre, which is used by students, community groups, and audiences throughout the year. The partnership includes naming rights for The BRIT Theatre presented by British Airways.
Leadership Commentary
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, located on our flight path 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.”
AEG Presents Europe’s Chief Operating Officer, Andrew Spencer, said:“Continuing to grow the AEG Presents venue portfolio is a pivotal moment as we reveal the name of British Airways ARC. We’re so delighted to be working with British Airways and as we take this next step towards opening all the teams are very excited. Olympia is a place that has an incredible musical history which we want to honour whilst creating a venue that is thoroughly modern and with world class facilities for artists and fans alike.”
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.”
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