Olympia Events has appointed Ticketmaster as its official ticketing partner for all live events at the historic London venue, as the site moves closer to completing its £1.3 billion redevelopment. The agreement is intended to strengthen Olympia’s technology, marketing, and audience insight capabilities ahead of a major expansion in its live events programme.
Under the partnership, Ticketmaster will provide faster and simpler ticketing for fans across Olympia’s growing calendar of music, sport, entertainment, and cultural events. The system is also expected to give event organisers better audience data and planning tools, helping them shape on-sale strategies and improve event delivery. Olympia said the partnership is designed to support long-term growth as the venue brings new spaces online.
Olympia is undergoing one of London’s largest redevelopment projects, transforming the 140-year-old landmark into a new destination for entertainment, hospitality, and events. The development will combine its heritage halls with a new International Convention Centre, a premium lounge, new places to eat and drink, a new music venue, a theatre, two on-site hotels, and additional public spaces. Around 10 million visitors are expected annually once the project is fully established.
The venue said Ticketmaster’s technology will be used across a wide range of event formats, from major concert on-sales to smaller general-admission shows and timed-entry attractions. Olympia noted that the flexibility of the system is important because the redevelopment is introducing multiple new venues with different audience and operational needs.
Gareth Lloyd, Business Development Director at Olympia Events, said the partnership is focused on strategic growth and making the customer journey as seamless as possible across both the heritage halls and the new ICC. He said Olympia wanted a ticketing provider that could support innovative planning and help attract major UK and international events.
Sarah Slater, Managing Director of Ticketmaster UK, said Olympia’s mix of live music, sports, exhibitions, and immersive experiences makes the partnership unusual and demanding, but also well suited to Ticketmaster’s technology. She said the company is excited to help connect Olympia’s events with millions of fans and support its long-term audience growth.
Ticketmaster has already been involved in major events at Olympia, including a boxing card in the National Hall headlined by Caroline Dubois and Terri Harper. Upcoming events include the UK debut of the Premier P1 Padel tournament from 4 to 9 August and a Bloc Party and Interpol co-headline show on 4 and 5 December as part of a new annual live music series.
Further additions to Olympia’s events offer will include British Airways ARC, a 3,800-capacity live music and entertainment venue opening on 16 June with performances by Self Esteem. In 2027, the British Airways Theatre, a 1,575-seat venue operated by Trafalgar Entertainment and The Shubert Organization, is also due to open. Olympia’s heritage includes landmark events such as Christmas on Earth in 1967, the International Horse Show, and the Bertram Mills Circus.
