Inside British Airways’ landmark Olympia naming-rights deal: Interview with AEG Europe’s Paul Samuels

British Airways has secured one of London’s most significant cultural naming-rights partnerships in years, becoming Founding Partner of the £1.3bn Olympia redevelopment and taking naming rights to two new venues: the British Airways ARC music arena and the British Airways Theatre.

As highlighted in The Sponsor's European Stadium Naming Rights Fair Market Value Report, many of the most lucrative naming rights opportunities are connected to multi-purpose venues, not single sport stadiums. The BA marks the airline’s biggest move yet into entertainment and live experiences, embedding the brand into the design and customer journey of a major cultural destination before opening night.