AEG Global Partnerships, the sponsorship division of AEG – the world leader in live entertainment and sport – today announces British Airways as the naming rights partner for its new 3,800-capacity venue at the transformed Olympia destination in London. The venue will be called British Airways ARC.
Honouring Olympia’s rich music heritage by bringing incredible live music and events back to West London, British Airways ARC will be a state-of-the-art, purpose-built live music and event space when it launches in 2026.
As part of this partnership, British Airways Club members will gain access to a ringfenced allocation of tickets for every show. All customers can choose from tickets offering exclusive access to the airline’s VIP lounge, the British Airways Wing, which will feature a cocktail bar and, for select shows, a private balcony overlooking the stage.
As part of the multi-year, multi-million-pound partnership brokered by AEG Global Partnerships, British Airways will not only take the naming rights of British Airways ARC, but also the naming rights of a new purpose-built theatre, the British Airways Theatre. These will form part of a broader Founding Partnership with Olympia, which is in the final stages of a £1.3bn transformation from heritage event venue to full destination for entertainment and culture.
In addition to British Airways ARC, the British Airways Theatre, and heritage halls, the reimagined Olympia dedicates 2.5 acres of new public space that will offer a year-round programme of events. Visitors can enjoy the very best in hospitality, with two hotels and 30 bars, restaurants and eateries with options to grab-and-go or indulge with fine-dining experiences.
British Airways Club members will have exclusive access and year-round special touches at select venues across the destination, including the ability to earn Avios, the airline’s loyalty currency, only adding to their experiences.
The partnership marks an expansion of British Airways’ commitment to championing British originality and creativity on the world stage. By becoming a Founding Partner at Olympia, the UK’s flag carrier is making a significant investment in the future of arts and culture in the UK and supporting the next generation of talent.
Paul Samuels, President – Global Partnerships at AEG International, said: “This partnership unites two brands with a passion for providing exceptional experiences for customers and, together, we’ll bring this ethos to life at British Airways ARC and across the Olympia destination.
“Through our shared commitment to creativity, innovation and hospitality, we will be harnessing our world-class expertise and the power of live music to deliver unique moments that build a sense of connection and community, creating unforgettable experiences for fans.”
Calum Laming, British Airways’ Chief Customer Officer, said: “We’re incredibly proud to champion British Originality in everything we do, so we’re thrilled to be building on our support for the arts and culture scene on our doorstep here in our hometown.
“Together with AEG, we’re creating unique experiences for audiences, and helping to shine a spotlight on the next generation of talent. As the flag carrier for the UK, it’s important to us that we represent modern Britain at home and all around the world, and we’re so excited to showcase the very best homegrown and international entertainment at Olympia.”
Research reveals that naming rights partners like British Airways typically benefit from a 30% increase in consideration after the first year.* In addition, half of fans (49%) have made purchase decisions as a direct result of a brand’s association with a live entertainment event or venue.**
Customers interested in finding out more about the British Airways ARC, including the first acts announced to play, can sign up via email at britishairwaysarc.co.uk.
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* A study across seven venues and festivals globally revealed that naming rights partnerships typically result in increases of 30% in consideration, 29% in favourability and 35% in NPS Score after the first year
** AEG (2025) The Live Effect
