British Airways announced as the first Founding Partner of the reimagined Olympia

• British Airways is announced as the first Founding Partner of the reimagined Olympia, London’s newest entertainment destination, featuring a cutting-edge 3,800-capacity music venue and a state-of-the-art 1,575-seat theatre
• Members of the airline’s loyalty programme, The British Airways Club, can enjoy exclusive benefits such as a dedicated ticket allowance to the music venue’s shows, and opportunities to collect Avios when purchasing food and drink at select venues across Olympia
• Reflecting the UK flag carrier’s commitment to backing British originality and championing UK talent in the arts scene, the airline will also become a brand partner of The BRIT School, and will fund places for nearly 60 students each year

British Airways has been unveiled as the first Founding Partner of Olympia, becoming the naming rights partner for its new music venue and theatre, and offering exclusive benefits to its Club members.

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, a new music venue and an outstanding customer-experience 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. Olympia is planning a phased opening of these new venues from early 2026.

Introducing British Airways ARC

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 entertainment venue with a capacity of up to 3,800.

Customers interested in finding out more about the new venue, including the first acts announced to play, can sign up via email at britishairwaysarc.co.uk.

A partnership with London’s newest permanent theatre

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 companies, Trafalgar Entertainment and The Shubert Organization.

British Airways ARC and the British Airways Theatre 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 venues.

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, all customers can choose from tickets offering exclusive access to the 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 at the brand-new theatre, 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 Olympia – including Incipio Group’s new portfolio of destination bars and restaurants.

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

Championing British originality with The BRIT School

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.

As part of this commitment, British Airways will also become a brand partner of The BRIT School and naming partner to create The BRIT Theatre presented by British Airways. Through this partnership with the UK’s leading free performing and creative arts institution, the airline will invest in the next generation of British talent by funding places for nearly 60 students each year. Additional investment will support the refurbishment of The BRIT Theatre, elevating the experience for students, community groups, and more than 10,000 audience members who attend performances annually.

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, located on our flight path 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: “Continuing to grow the AEG Presents venue portfolio is a pivotal moment as we reveal the name of British Airways ARC. We’re so delighted to be working with British Airways and as we take this 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 and 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.”