British Airways named Founding Partner of transformed Olympia in landmark multi-year deal

British Airways has been revealed as the first founding partner of the newly transformed Olympia, marking a major collaboration between two heritage British brands as the £1.3bn redevelopment of the London destination enters its final phase.

The multi-year, multi-million pound partnership will give the airline the naming rights to two new flagship sites and integrate Olympia into British Airways’ loyalty programme, providing exclusive benefits to its members.

Originally opened in 1886 as an exhibition hall, Olympia has been redesigned into a world-class cultural and entertainment district. Once complete, it will include two new performance venues, two hotels, 30 restaurants and bars, extensive office space and more than two acres of new public areas. The redevelopment aims to re-establish the site as a major hub for live entertainment, innovation and hospitality.

As part of the partnership, British Airways will associate its name with both the new major live events arena and flagship theatre. British Airways ARC, located above the West Hall at Olympia and operated by AEG Presents, will open in 2026 with a capacity of 3,800. A year later, the British Airways Theater is set to open as the largest new permanent theater in London for nearly half a century, jointly run by Trafalgar Entertainment and the Shubert Organisation.

The partnership also provides a range of exclusive benefits for British Airways Club members. Visitors will be able to access ticket allocations booked at each British Airways ARC event via a dedicated portal, with the option to reserve seats that include access to the airline’s VIP space, the British Airways Pavilion. The lounge will offer a cocktail bar and, for select shows, a private balcony overlooking the stage. Members will also be able to earn Avios across Olympia’s participating venues, including Incipio Group-operated restaurants such as Juno, which is set to become the UK’s largest Italian restaurant, and Wolves of Tokyo, a premium Japanese dining and rooftop destination.

British Airways said the partnership reflects its ambition to celebrate British creativity and invest in culture as part of its wider brand strategy. Callum Laming, chief customer officer, described Olympia as an exciting location that will give the airline the opportunity to connect travelers with London’s cultural energy. He said the company is proud to play a role in reviving one of the capital’s most historic places.

Michael Volkert, CEO of Olympia Estates, said the partnership symbolizes the merging of Olympia’s past and future. Noting that the site welcomed everything from early cinema screenings to concerts by Jimi Hendrix and Pink Floyd, he said the redevelopment would build on this legacy by offering some of the best music, theater and hospitality experiences in the UK.

British Airways ARC will honor Olympia’s musical heritage while providing state-of-the-art facilities for artists and audiences, said Andrew Spencer, Chief Operating Officer at AEG Presents Europe. Sir Howard Panter, co-founder of Trafalgar Entertainment, described the British Airways Theater as “the theater of tomorrow” and said the project represented an exciting new chapter in London’s performing arts scene.

The partnership agreement and naming rights were secured by AEG Europe’s Global Partnerships division.