Olympia Events has appointed Ticketmaster as its official ticketing partner for all live events hosted at the iconic venue. The partnership will support the 140-year heritage London landmark in strengthening its cutting-edge technology, marketing and audience insight capabilities ahead of its exciting lineup of upcoming live events.
Ticketmaster’s technology will provide fans with a faster, simpler route to tickets across its expanding programme of music, sport, entertainment and cultural events. For event organisers, enhanced audience insights and data-driven tools will support more informed planning, on-sale strategies and event delivery.
As part of the wider Legends Global portfolio, Ticketmaster is also the ticketing partner for a number of other leading venues across Europe, reflecting a shared focus on delivering integrated fan experiences, scalable ticketing infrastructure and data-led event growth strategies across major live entertainment destinations.
The partnership comes as Olympia nears completion of its major £1.3bn redevelopment, a transformation that will place the historic event venues at the heart of London’s newest destination for entertainment, culture, hospitality and events.
The redevelopment brings together a host of new venues under one roof – new places to eat and drink, a new music venue and theatre, two onsite hotels and new public spaces – with around 10 million visitors expected each year.
Hosting such a wide spectrum of events under one roof, Olympia will utilise Ticketmaster’s technology to deliver everything from high-demand concert on-sales, through to smaller general admission shows and timed-entry attractions, adapting to each new venue format as the redevelopment brings it online.
Gareth Lloyd, Business Development Director at Olympia Events, the business responsible for managing the historic heritage halls, the new International Convention Centre (ICC) and The Addison premium lounge at Olympia, said:
“Our partnership with Ticketmaster is focused on strategic growth and making the customer journey as seamless and easy as possible, whether visitors are attending an event in our heritage halls or the new ICC. As Olympia’s transformation nears completion, it was important to partner with a ticketing provider that shared our long-term vision and can support the innovative planning, on-sale strategies and event delivery required to attract major UK and international events. As we continue to expand our events offering, we’re excited to tap into Ticketmaster’s extensive outreach and programming capabilities – connecting us with millions of fans globally.”
Sarah Slater, Managing Director of Ticketmaster UK, said:
“Olympia does it all – live music, sports, exhibitions, immersive experiences and more– which makes this partnership so unique. Few venues demand that breadth from a ticketing partner and supporting that range of events is exactly what our technology is built for. As Olympia’s redevelopment continues and new spaces come online, we’re excited to connect its events with millions of fans and support the venue’s long-term audience growth.”
As part of the partnership, Ticketmaster has already supported the delivery of major live events at Olympia, including a landmark boxing event held in the National Hall. The card was headlined by Caroline Dubois and Terri Harper, who competed in a 10-round bout for the unified WBO and WBC lightweight world titles.
Upcoming events include the UK-debut for Premier P1 Padel tournament on 4-9 August and Bloc Party and Interpol co-headline show on 4-5 December, in partnership with SJM as part of a new annual series of live music events launching within Olympia’s heritage halls.
Olympia’s live events offering will be complemented further with the opening of British Airways ARC, a 3,800-capacity live music and entertainment venue operated by AEG Presents, which launches on 16 June with two headline performances from Mercury Prize-nominated artist Self Esteem.
In addition, London’s largest permanent new theatre in 50 years will open at Olympia in 2027. The 1,575-capacity British Airways Theatre, operated by London-based Trafalgar Entertainment and Broadway’s The Shubert Organization, will continue Olympia’s legacy as a stage for performance, poised to deliver world-class cultural shows.
Recognised globally for its historic heritage halls, Olympia has hosted some of the world’s most iconic live events. Among the most notable was Christmas on Earth, held in the Grand Hall in 1967, which featured legendary performances from Jimi Hendrix, Pink Floyd and The Who. Other landmark events include the WBO middleweight championship bout between Chris Eubank and Gary Stretch in 1991, the renowned International Horse Show, and the Bertram Mills Circus, which ran at Olympia from 1920-1967 and attracted leading political figures and members of the Royal Family.
