Ambassador Theatre Group announces rebrand

Ambassador Theatre Group, who oversee 65 venues across the UK, Germany and North America while also producing a variety of major stage productions, has announced a major rebrand and proposition.

The organisation will henceforth be known as ATG Entertainment, utilising a new logo (projected onto the side of the Manchester Opera House above) and being driven by the proposition: “Passion Behind Performance”.

Ted Stimpson, CEO of ATG Entertainment, explained today: “Now is the right time to change our name to ATG Entertainment, modernise our look and strengthen our brand proposition… Over the past few years, we have grown quickly and, with 64 venues and over 11,500 people across Europe and North America, we are pleased to unify the group with a brand that reflects the breadth of our business today.

“We are all deeply committed to supporting our producers as they put on incredible productions that excite, move and touch our audiences and I believe this is perfectly captured with our new brand proposition, ‘Passion Behind Performance’.”

The new name also reflects the fact that ATG also presents music, comedy and other forms of entertainment beyond theatre.

ATG Entertainment sells close to 18 million tickets every year, while its in-house productions include the likes of Cabaret at the Kit Kat Club, Stranger Things: The First Shadow, Moulin Rouge!, The Lion King, and Harry Potter and the Cursed Child.

Stimpson added: “We are proud of our strong heritage and foundations that have been built over 30 years. The shows created with our producers for theatregoers by the Jujamcyn team on Broadway, and the unforgettable entertainment brought by Mehr-BB to our European audiences, have been transformational to the one company we are today.”