London’s newest major performance venue will be named the British Airways Theatre, as part of a multi-year founding partnership between British Airways and the £1.3 billion redevelopment of Olympia in West London.
Trafalgar Entertainment and The Shubert Organization — Broadway’s largest theatre owner — confirmed that British Airways has secured the naming rights to the Olympia Theatre, which will be the largest new permanent theatre to open in London since the National Theatre in 1976.
Set to open in 2027, the 1,575-seat British Airways Theatre promises a modern audience experience, including extra-wide seats and a significantly increased number of toilets compared to most existing West End theatres.
Designed by Haworth Tompkins, the British Airways Theatre forms part of the extensive transformation of Olympia into a world-leading cultural and entertainment destination.
It was recently announced that Trafalgar Entertainment and The Schubert organisation would jointly run the venue on a 70 year lease. The Shubert Organisation runs 17 theatres in New York, the largest theatre owner on Broadway, including the Broadhurst, Barrymore, Lyceum, Majestic and Shubert Theatres.
The British Airways Theatre is due to open in late 2027, slipping from an originally projected date of mid to late 2025, and then 2026. There’s no current news on what will be the first show to open at the theatre, although Shubert’s involvement means there is a good chance it will be a Broadway import.
Part of a Major British Airways Partnership
The naming of the British Airways Theatre forms part of a wider agreement establishing British Airways as the first Founding Partner of Olympia. As part of the collaboration, the airline will also hold naming rights to the site’s new 3,800-capacity music venue, British Airways ARC, opening in 2026 and operated by AEG Presents.
British Airways will integrate Olympia into its loyalty programme, offering Club members exclusive access to ringfenced ticket allocations, a dedicated booking portal, and entry to a premium onsite lounge, the British Airways Wing, complete with cocktail bar and private balcony seating for selected events.
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… 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.”
Olympia’s Transformation
The 14-acre redevelopment of Olympia will deliver a major cultural and leisure hub, including:
- A 3,800-capacity live music venue
- Two new hotels (Hyatt and citizenM)
- 30 bars, restaurants and eateries
- A four-screen cinema
- 550,000 sq ft of offices
- 2.5 acres of new public space
- Upgraded exhibition and conference facilities for up to 20,000 people
Michael Volkert, CEO of Olympia Estates, said the partnership reflects the destination’s historic legacy: “For the last 140 years, Olympia has played a massive part in Britain’s cultural life… 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.”
Sir Howard Panter, Trafalgar Entertainment Co-Founder and Creative Director, added: “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.”
With construction already underway, the British Airways Theatre is now firmly positioned as a major new addition to London’s cultural landscape—one blending state-of-the-art theatre design with international producing power and a high-profile British brand partnership.
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