The partnership has been recognised for delivering world-class experiences to customers of both brands
Cathay and LW Theatres are thrilled to announce that they have won the coveted Arts & Culture Sponsorship – Medium to Large Scale award at the 2025 ESA Awards, held in London on 13 March. This recognition highlights the groundbreaking partnership between the two companies, setting a new benchmark in commercial theatre sponsorship.
Launched in June 2024, the collaboration between LW Theatres and Cathay has created the largest brand partnership in West End history and offers unparalleled customer experiences and a dynamic marketing platform for both brands.
As the first Official Airline Partner for LW Theatres, Cathay has had a prominent presence across the theatre group’s world-famous venues in Central London, including His Majesty’s Theatre, Theatre Royal Drury Lane, and The London Palladium. It enables Cathay to connect with over 3.5 million theatre-goers annually through on-site branding, exclusive promotions, and VIP experiences across LW Theatres’ venues. A centrepiece of the partnership, the Cathay Suite at The London Palladium, offers Cathay’s members an exclusive, premium experience reflective of the airline’s renowned hospitality.
The ESA Awards celebrate excellence across various sectors of sponsorship. Cathay and LW Theatres’ win is a testament to how this innovative partnership has redefined the potential of theatre sponsorships, creating exceptional customer experiences for both brands. It also underscores the transformative power of partnerships within the arts and culture sector.
Lisa Delaney, Head of Marketing and Lifestyle at Cathay in Europe, said: “We are incredibly proud to receive this recognition from ESA. By providing our members with exceptional events in the heart of London’s West End, we’ve not only achieved our objective of elevating experiences for our members, but have also set a new standard for how brands and the arts can collaborate to drive meaningful engagement.”
Tee Barnes, Director of Commercial Operations and Partnerships at LW Theatres, said: “Winning this award is a fantastic achievement for everyone involved. Our partnership with Cathay is one of the most exciting and successful sponsorships in the theatre industry, and it’s an honour to have this recognised by ESA. We look forward to continuing our partnership and providing audiences with unforgettable experiences, while also growing our international reach.”
For more information about the partnership or to learn about upcoming experiences at LW Theatres and Cathay, visit cathaypacific.com.
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About Cathay
Cathay is a premium travel lifestyle brand that brings together all that we love about travel with everyday lifestyle. The range of products and services includes flights, holidays, shopping, dining, wellness and payment. All our travel lifestyle offerings are designed to bring customers exciting offers, rewards, and experiences with hand-picked partners.
Flights are provided by Hong Kong’s home carrier Cathay Pacific, a premium full-service airline and a founding member of the oneworld global alliance. Cathay also includes the Group’s cargo division Cathay Cargo, and low-cost carrier HK Express. We are a member of the Swire Group and are listed on the Hong Kong Stock Exchange (HKSE) as a public company.
For more than seven decades, Cathay Pacific has been connecting our home city of Hong Kong to the world. Now we are bringing that connection to more of our customers’ lives. The new era of Cathay elevates their every bite, tap, step, stay and flight to greater heights. For more information, please visit www.cathay.com.
About LW Theatres
LW Theatres owns and operates six of the most prestigious theatres in the world, including the iconic London Palladium and the Theatre Royal Drury Lane. Owned by Andrew Lloyd Webber, one in three of all visits to a London musical is at an LW Theatres venue.
LW Theatres is the venue of choice for some of the world’s best musicals and plays, as well as a variety of star-studded concerts, spoken word and comedy events. The portfolio also includes His Majesty’s Theatre, home of Andrew Lloyd Webber’s The Phantom of the Opera for 37 years in London, the Cambridge Theatre, the Gillian Lynne Theatre, and the Adelphi Theatre (co-owned with Nederlander International Limited).
All profits from LW Theatres are proudly reinvested into the theatres for their ongoing conservation and development. More than £100m has been put back into this business since 2006. For more information visit www.lwtheatres.co.uk.
