Manchester Opera House displaying the new ATG Entertainment logo. Photo Phil Tragen

Ambassador Theatre Group rebrands to ATG Entertainment

One of the West End’s biggest theatre owners, Ambassador Theatre Group (ATG), has changed its name, and will now become ATG Entertainment.

ATG Entertainment own, operate or programme 64 theatres in the West End, on Broadway and in Germany, including some of London’s most prestigious theatres including the Duke of York’s Theatre, Harold Pinter Theatre and Savoy Theatre.

ATG also has an in-house Production division led by Adam Speers, Richard Darbourne and Zareen Walker, and has partnerships with producers including Sonia Friedman. Their productions, under ATG, Sonia Friedman Productions and more, include Cabaret at the Kit Kat Club in London and now on Broadway at the August Wilson Theatre, Stranger Things: The First Shadow at the Phoneix Theatre, and Moulin Rouge! The Musical at the Piccadilly Theatre. All mentioned theatres are owned by ATG.

Previous production partnerships included a deal with award-winning director Jamie Lloyd and his The Jamie Lloyd Company outfit. It was announced in January that Lloyd and ATG would be parting ways, with his new production of Romeo and Juliet starring Tom Holland being the first of his solo productions. They are still working together on shows including the Broadway transfer of Lloyd’s Sunset Boulevard, which played ATG’s Savoy Theatre last year and is heading to Broadway. The show scored 7 wins at this week’s Olivier Awards.

In October 2023, ATG announced the shock exit of longterm CEO Mark Cornell, to be replaced with Ted Stimpson, former Imagitas, Smart Destinations and Go City exec, and the rebrand has been driven by Stimpson.

Ted Stimpson, CEO of ATG Entertainment, said in a statement: “Now is the right time to change our name to ATG Entertainment, modernise our look and strengthen our brand proposition. Over the past few years, we have grown quickly and, with 64 venues and over 11,500 people across Europe and North America, we are pleased to unify the Group with a brand that reflects the breadth of our business today. We are all deeply committed to supporting our Producers as they put on incredible productions that excite, move and touch our audiences and I believe this is perfectly captured with our new brand proposition, “Passion Behind Performance. The new name, refreshed logo and design language reflect the Company’s evolution from theatre operator and capture the increasing variety of its content across music, comedy and events. The brand proposition, “Passion Behind Performance”, powerfully underscores the Group’s ongoing purpose, commitment, and dedication to support and enable producers and promoters to stage shows that entertain over 18 million people each year. We are proud of our strong heritage and foundations that have been built over 30 years. The shows created with our producers for theatregoers by the Jujamcyn team on Broadway, and the unforgettable entertainment brought by Mehr-BB to our European audiences, have been transformational to the One Company we are today.”

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📷 Main photo: Manchester Opera House displaying the new ATG Entertainment logo. Photo Phil Tragen

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