AEG Global Partnerships to secure all naming rights and sponsorship deals for Olympia London and AEG Presents’ new music venue on site

Posted on Dec 1, 2020
The state-of-the art live music venue will move into the £1.3bn regeneration scheme from 2023

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 award winning Global Partnerships team is to oversee all of the naming rights and partnership opportunities for the entire 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, commented:
“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. 

Managing Partner of Yoo Capital, Lloyd Lee, said:
“Welcoming millions of experience-seeking consumers, workers in the creative industries, exhibition attendees and tourists, Olympia is truly a unique showcase to the world right here in West London.” 

“Working closely in partnership with a world-class organisation like AEG, we have custom built a unique, single sponsorship team infrastructure which combines global marketing capability and global big data capability.  Our vision is to enable Olympia to act not only as a crucible for brands to develop and market themselves in new and exciting ways as they have been at Olympia for over 136 years, but now they will also benefit from valuable, next gen real-time big data insight into the success of their showcases so that they receive extraordinary return on investment. ” 

AEG Global Partnerships are industry leaders in the sponsorship world. They 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. 



Olympia London