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.
To understand how the partnership came together, The Sponsor spoke with Paul Samuels, President of Global Partnerships at AEG Europe.
Years in the making
AEG has been involved with the Olympia project since 2020, giving the team time to shape the vision before discussing naming rights.
“Getting a partner on board early means the brand becomes part of the venue’s story from the beginning. That’s something we learned at The O2, where early integration has helped create a strong, lasting association,” Samuels says.
“It’s all about weaving the brand into the fabric of the venue. For British Airways Arc, we’re working together to ensure its identity is reflected in the design and experience well before opening. This means incorporating brand colours into fixtures and furnishings, technology and digital signage, all elements that give a sense of ownership beyond the name.”
Talks with British Airways began more than a year ago, building on collaboration at BST Hyde Park.
“We knew there was a natural fit,” Samuels explains. “The aim was to deliver real benefits for fans and customers, not just a name above the door.”
Integrated from day one
British Airways joined early enough for the brand to be woven into the venue’s identity, from fixtures and furnishings to digital signage.
Customer experience sits at the centre of the partnership, including a BA-inspired premium lounge, early access for Executive Club members and exclusive loyalty rewards.
“For British Airways, the customer experience is key. Plans include a dedicated lounge inspired by their premium travel experience, early access for Executive Club members, and exclusive rewards. These touches make the partnership feel authentic,” Samuels says. “They elevate the experience for everyone who walks through the doors.”
Why British Airways and why Olympia
For Samuels, the fit was clear.
“Olympia is in West London, close to Heathrow, which is British Airways’ home,” he says. “Both brands share a commitment to exceptional experiences.”
The project also aligns with British Airways’ long-standing investment in British culture.
“This partnership gives the company a new way to champion creativity and originality. British Airways’ role extends beyond the naming rights, influencing premium spaces and customer touchpoints across the campus.
“It’s not just about a venue,” Samuels notes. “It’s about placemaking.”
Measuring success
Both AEG and British Airways will measure and monitor the campaign's long-term success. “We track metrics like brand consideration, favourability, perception, NPS scores, and purchase intent” Samuels says. Our internal research team will monitor these regularly, while British Airways will review metrics such as Executive Club engagement, offer uptake, and ticket sales. Together, these insights will show how the partnership delivers for both brands and customers”.
Cultural naming rights are rising
British Airways is not the only brand seeing value in cultural naming rights. More brands are turning to cultural venues as platforms for storytelling and brand rejuvenation. The Sponsor explored this trend in our recent interview with Tom Whiteside, Head of Group Sponsorship at Aviva, on how Aviva uses cultural partnerships to reignite its brand.
A blueprint for what comes next
Samuels believes the deal signals a new era of experiential integration in naming rights.
“As live experiences become more important to brands, naming rights offer a unique way to engage audiences face-to-face and through digital and loyalty channels,” he says.
Coming soon: Europe’s definitive stadium naming-rights valuations
In the New Year, The Sponsor will publish the fair-market sponsorship value of every major European stadium naming-rights deal, 90 in total. It is the most comprehensive valuation and pricing exercise ever conducted in this category and essential reading for anyone involved in naming rights. Register to be the first to receive access.
