AEG begins search for naming rights partner for new Olympia venue 

Featured Image: Olympia London

AEG Global Partnerships has begun its search for a naming rights partner for its latest project in Olympia London. 

The new 4,000-capacity music venue in West London will form the centrepiece of the £2bn (€2.4bn/$2.6bn) redevelopment of the 14-acre Olympia Estate. The venue will begin booking artists from this month, and is set to open its doors in summer next year.

AEG Global Partnerships, which is the partnerships arm of the live entertainment company AEG Europe, is keen to secure a new naming rights partner while the venue is still under construction.

As the venue is still being built, the chosen sponsor will be able to weave their brand into the fabric of the venue.

Additionally, AEG Global Partnerships is seeking a new naming rights partner for Hammersmith Apollo. Eventim is the current naming rights holder for the iconic entertainment venue.

“Since the pandemic, brands have been keen to get back in front of consumers, and build truly long-lasting relationships based on mutual benefits and trust,” said Paul Samuels, executive vice-president at AEG Global Partnerships.

“Sponsored events are rated the preferred media channel among consumers, according to the 2023 Kantar Media Reactions survey, because unlike an advert that lasts just seconds, an event lasts hours, giving brands longer to engage with fans and – better still – enhance their experience.”

Samuels added: “We’ve started working with more than 110 new partners in the past 12 months, and now we’re looking for two ambitious brands who want to take on the naming rights to two world-class venues. In addition to the obvious perks of being a naming rights partner, wider activations can help to achieve a range of objectives, from increasing consideration and rewarding loyal customers, to meeting sustainability objectives.”