AEG Global Partnerships To Secure All Naming Rights And Sponsorship Deals For Olympia London And AEG Presents’ New Music Venue On Site

The £1.3 billion Olympia redevelopment project, on a 14 acre site, will create a new cultural and innovation hub in west London. AEG’s Global Partnerships team is to oversee all of the naming rights and partnership opportunities for the Olympia London campus, including the new music venue managed by AEG Presents. The team will present the assets to market and broker all deals on behalf of the developers.

Will Dowdy, AEG Presents’ VP of Global Partnerships, said: “The regeneration of Olympia is a huge milestone for entertainment in west London and the opportunities for brands to reach their target audience is vast. Our team have secured some of the very best partnerships across the globe and I have no doubt we will deliver the right deals at both our new music venue and across the whole Olympia campus”

A 4,400-capacity state-of-the-art, purpose built live music venue, to be located above the existing west exhibition hall, will be run by AEG Presents, the world-leading global music and live entertainment company.

The developers, Yoo Capital and DFI, are also in advanced talks with other potential occupiers with strong interest being shown for the development’s four-screen arthouse cinema, 1,500-seat theatre, restaurants, shops, cafés, hotels and 550,000 sq ft of office and co-working space. The project will also see the enhancement of the existing exhibition halls and 2.5 acres of new public space created.

AEG Global Partnerships have negotiated the headline sponsorship of American Express presents BST Hyde Park, the music festival attended by more than 450,000 people each year, brokered a landmark five year deal with Uber and Thames Clippers and also renewed the O2 naming rights deal of The O2 for a further 10 year, which was voted the best sponsorship of the last 25 years by the UK Sponsorship Awards. 

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