British Airways has been unveiled as the first Founding Partner of the newly transformed Olympia, marking a major collaboration between two iconic British brands as the £1.3 billion redevelopment of the London venue enters its final stage.
The partnership, spanning several years and involving a multi-million-pound investment, gives the airline naming rights to two flagship venues and integrates Olympia into British Airways’ loyalty programme, offering exclusive benefits to members.
Olympia, originally opened in 1886 as an exhibition hall, is being reinvented as a cultural and entertainment district. When complete, the site will feature two new performance venues, two hotels, 30 restaurants and bars, extensive office space, and more than two acres of public areas. The redevelopment aims to restore Olympia as a major hub for live entertainment, innovation, and hospitality.
Under the agreement, British Airways will attach its name to a new live events arena and a state-of-the-art theatre. The British Airways ARC, located above Olympia’s West Hall and operated by AEG Presents, will open in 2026 with a capacity of 3,800 people. A year later, the British Airways Theatre is set to become London’s largest permanent theatre in nearly 50 years, run jointly by Trafalgar Entertainment and The Shubert Organization.
The partnership brings a range of perks for British Airways Club members. Visitors will have access to reserved ticket allocations at all ARC events through a dedicated portal and the option to book seats in the airline’s VIP space, The British Airways Wing. The lounge will feature a cocktail bar and, for select shows, a private balcony overlooking the stage. Members will also be able to earn Avios across participating Olympia venues, including restaurants such as Juno, set to become the UK’s largest Italian restaurant, and Wolves of Tokyo, a premium Japanese dining and rooftop destination.
Calum Laming, Chief Customer Officer at British Airways, said the partnership reflects the airline’s ambition to celebrate British creativity and invest in culture. “Olympia is an iconic location that allows us to connect travellers with London’s cultural energy,” he said, describing the collaboration as a way for the airline to play a role in the rebirth of one of the capital’s most historic venues.
Michael Volkert, Chief Executive of Olympia Estates, noted the partnership symbolises the fusion of Olympia’s past and future. “From early cinema screenings to concerts by Jimi Hendrix and Pink Floyd, the site has a rich history, and the redevelopment will build on that legacy by offering some of the best music, theatre, and hospitality experiences in the UK,” he said.
Andrew Spencer, Chief Operating Officer of AEG Presents Europe, said the British Airways ARC would honour Olympia’s musical heritage while offering modern facilities for artists and audiences. Sir Howard Panter, Co-Founder of Trafalgar Entertainment, described the British Airways Theatre as a “theatre of tomorrow” and highlighted the project as a major step for London’s performing arts scene.
The naming rights agreement and partnership were secured by AEG Europe’s Global Partnerships division, marking a high-profile collaboration that positions Olympia at the forefront of London’s cultural landscape.
