British Airways has been unveiled as the first founding partner of the revamped Olympia, marking a major collaboration between two heritage British brands as the London destination’s £1.3bn redevelopment enters its final phase.
The multi-year, multi-million pound partnership will give the airline naming rights to two new flagship locations and integrate Olympia into British Airways’ loyalty program, which offers exclusive benefits to its members.
Olympia, originally opened as an exhibition hall in 1886, is being reinvented as a world-class cultural and entertainment district. Once completed, it will feature two new venues, two hotels, 30 restaurants and bars, extensive office space and more than two acres of new public spaces. The aim of the redesign is to re-establish the location as an important hub for live entertainment, innovation and hospitality.
The partnership will see British Airways lend its name to both a major new live events arena and a groundbreaking theatre. The British Airways ARC, located above Olympia’s West Hall and operated by AEG Presents, will open in 2026 and will accommodate 3,800 people. A year later, the British Airways Theater is set to open as London’s largest new permanent theater in almost half a century, jointly operated by Trafalgar Entertainment and The Shubert Organization.
The partnership also brings a range of exclusive benefits for British Airways Club members. At each British Airways ARC event, visitors will have access to reserved ticket allocations via a dedicated portal and will have the opportunity to book seats that include access to the airline’s VIP area, the British Airways Wing. The lounge offers a cocktail bar and, during select shows, a private balcony with stage views. Members can also collect Avios at all participating Olympia venues, including Incipio Group restaurants such as Juno, set to become the UK’s largest Italian restaurant, and Wolves of Tokyo, a premium Japanese restaurant and rooftop restaurant.
British Airways said the partnership reflected its commitment to celebrating British creativity and investing in culture as part of its wider brand strategy. Calum Laming, chief customer officer, described Olympia as an iconic location that will give the airline the opportunity to connect travelers with the cultural energy of London. He said the company was proud to play a role in the rebirth of one of the capital’s most historic venues.
Michael Volkert, managing director of Olympia Estates, said the partnership symbolizes the merging of Olympia’s past and future. Noting that the site had welcomed everything from early cinema screenings to concerts by Jimi Hendrix and Pink Floyd, he said the redevelopment would build on that heritage by offering some of the best music, theater and hospitality experiences in the UK.
Andrew Spencer, chief operating officer of AEG Presents Europe, said British Airways ARC would celebrate Olympia’s musical heritage while providing state-of-the-art facilities for artists and audiences. Sir Howard Panter, co-founder of Trafalgar Entertainment, called the British Airways Theater a “theatre of tomorrow” and said the project was an exciting new chapter for London’s performing arts landscape.
The partnership and naming rights agreement were secured by AEG Europe’s Global Partnerships department.
