British Airways has been unveiled as the first Founding Partner of Olympia, a collaboration which will bring together two iconic British heritage brands in a multi-year, multi-million-pound agreement.

Through this founding partnership, British Airways will become the naming partner for Olympia’s new state-of-the-art music venue and world-class theatre, and will integrate the destination as part of its loyalty programme, offering exclusive benefits to its members in venues across the site.

Built as an events and exhibitions venue almost 140 years ago, Olympia is being transformed into a world-leading showcase for global culture, live entertainment, innovation and creativity. As well as the heritage halls and the new music venue and theatre, the reimagined destination will be home to two new hotels, 30 bars, restaurants and eateries – offering food ranging from grab-and-go to fine dining, 550,000 sq ft of best-in-class offices and 2.5 acres of new public space that will be animated with a year-round enlivenment programme.

Introducing British Airways ARC and the British Airways Theatre

The UK’s flag carrier will become the naming rights partner of two brand-new flagship venues: British Airways ARC and the British Airways Theatre.

Located above Olympia’s existing West Hall, British Airways ARC will be operated by AEG Presents UK, a division of AEG’s global sports, entertainment and venue operator business. Due to open in 2026, it will offer a state-of-the-art, purpose-built live music and events venue with a capacity of 3,800.

Scheduled to open in 2027, the 1,575-capacity world-class British Airways Theatre currently under construction at Olympia, will be the largest permanent new theatre to be built in London in almost 50 years and will be operated by global entertainment company Trafalgar Entertainment and Broadway’s largest theatre owner, The Shubert Organization, in a groundbreaking and historic 50:50 joint-venture partnership.

The two performance venues will form the heart of the reimagined Olympia, continuing the destination’s legacy as a hub for live entertainment since its opening in 1886.

Exclusive access for British Airways Club members

Through this Founding Partnership with Olympia, British Airways Club members will be able to enjoy exclusive access and year-round special touches across the destination.

British Airways Club members will gain access to a ringfenced allocation of tickets at every British Airways ARC show via a dedicated portal. To make their Olympia visits extra special, British Airways customers will be able choose from tickets offering exclusive access to the airline’s VIP lounge, the British Airways Wing, featuring a dedicated cocktail bar and, for select shows, a private balcony overlooking the stage.

Whether attending a headline concert, a world-class show, or simply enjoying a night out in London’s newest cultural hotspot, British Airways Club members will be at the centre of the action and can earn Avios, the airline’s loyalty currency, on their spend at select venues across the destination. This includes Incipio Group’s new portfolio of destination bars and restaurants within Olympia, including in Juno, the largest Italian restaurant in the UK, and Wolves of Tokyo, a premium Japanese restaurant and rooftop bar. 

More details on these exclusive benefits will be shared with members in the coming months.

Championing British originality from the heart of London

Building on the success of its partnerships with the likes of American Express presents BST Hyde Park  and England Rugby, British Airways’ partnership with Olympia reinforces the airline’s commitment to championing British originality and representing modern Britain.

Calum Laming, British Airways’ Chief Customer Officer, said: “We proudly celebrate British originality in everything we do, and we are thrilled to be investing in the future of London’s arts and culture scene. Being a Founding Partner of Olympia allows us to celebrate the best of both British and globally recognised talent across music and theatre.

“This iconic new destination, visible from our aircraft as customers arrive at Heathrow, offers a unique opportunity to connect our customers with our home city’s vibrant culture. We’re excited to be part of Olympia’s transformation and be able to offer our customers even more exclusive benefits that go beyond travel.”

Michael Volkert, CEO of Olympia Estates, said: “This new partnership with British Airways is testament to Olympia’s heritage, and to its future. For the last 140 years, Olympia has played a massive part in Britain’s cultural life, from welcoming one of the very first cinema screenings in the country to hosting performances from the likes of Jimi Hendrix and Pink Floyd.

Now, as we inch ever closer to opening the doors of our fantastic new venues, we are delighted to be partnering with another iconic British brand to bring Londoners and visitors from all over the world the best music, premium theatre and hospitality the capital has to offer.”

AEG Presents Europe’s Chief Operating Officer, Andrew Spencer, said: “This is a pivotal moment as we open the diary for bookings and reveal the name of British Airways ARC. We’re delighted to be working with British Airways and as we take the next step towards opening all the teams are very excited. Olympia is a place that has an incredible musical history which we want to honour whilst creating a venue that is thoroughly modern with world class facilities for artists and fans alike.”

Trafalgar Entertainment’s Co-Founder and Creative Director, Sir Howard Panter, said: “We’re enormously excited at the potential of operating the theatre-of-tomorrow at Olympia. It’s wonderful to be developing this groundbreaking partnership with British Airways in what will be a truly iconic theatrical venue.”

Both the Founding Partnership and naming rights agreements were brokered by AEG Europe’s Global Partnerships division.