British Airways has been unveiled as the first Founding Partner of the newly transformed Olympia, marking a major collaboration between two heritage British brands as the £1.3 billion redevelopment of the London destination enters its final phase.
The multi-year, multi-million-pound partnership will give the airline naming rights to two new flagship venues and integrate Olympia into British Airways’ loyalty programme, offering exclusive benefits to its members.
Olympia, originally opened in 1886 as an exhibition hall, is being reinvented as a world-class cultural and entertainment district. Once complete, it will feature two new performance venues, two hotels, 30 restaurants and bars, extensive office space and more than two acres of new public areas. The redevelopment aims to re-establish the site as a major hub for live entertainment, innovation and hospitality.
As part of the partnership, British Airways will attach 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 with capacity for 3,800 people. A year later, the British Airways Theatre is scheduled to open as London’s largest new permanent theatre in nearly half a century, run jointly by Trafalgar Entertainment and The Shubert Organization.
The partnership also brings a suite of exclusive advantages for British Airways Club members. Visitors will gain access to reserved ticket allocations at every British Airways ARC event via a dedicated portal, with the option to book seats that include entry to the airline’s VIP space, The British Airways Wing. The lounge will offer a cocktail bar and, for selected shows, a private balcony with views over the stage. Members will also be able to earn Avios across participating venues at Olympia, including restaurants operated by Incipio Group such as Juno, set to become the UK’s largest Italian restaurant, and Wolves of Tokyo, a premium Japanese dining and rooftop destination.
British Airways said the partnership reflects its ambition to celebrate British creativity and invest 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 an opportunity to connect travellers with London’s cultural energy. He said the company was proud to be playing a role in the rebirth of one of the capital’s most historic venues.
Michael Volkert, Chief Executive of Olympia Estates, said the partnership symbolises the fusion of Olympia’s past and future. He noted that the site has welcomed everything from early cinema screenings to concerts by Jimi Hendrix and Pink Floyd, and said the redevelopment will build on that legacy by offering some of the best music, theatre and hospitality experiences in the UK.
Andrew Spencer, Chief Operating Officer of AEG Presents Europe, said British Airways ARC would honour 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 Theatre a “theatre of tomorrow” and said the project represents an exciting new chapter for London’s performing arts landscape.
The partnership and naming rights agreement were secured by AEG Europe’s Global Partnerships division.
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British Airways named Founding Partner of transformed Olympia in landmark multi-year deal