Ambassador Theatre Group Rebrands as ATG Entertainment

Ambassador Theatre Group (ATG), a world leader in live entertainment, has officially rebranded as ATG Entertainment. This change reflects the company’s expansion beyond theater ownership into broader forms of entertainment, including live music, comedy, and events. The rebrand comes with a refreshed logo, design language, and a new brand proposition: “Passion Behind Performance.”

Ted Stimpson, CEO of ATG Entertainment, explained the timing of the transformation: “Now is the right time to change our name to ATG Entertainment, modernize 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.’”

Founded in London in the 1990s, ATG Entertainment has steadily expanded, particularly in the North American market. The company made significant acquisitions, including Broadway’s Hudson Theatre in 2017 and its merger with Jujamcyn Theaters in 2023. This merger added five iconic Broadway venues—Al Hirschfeld, August Wilson, Eugene O’Neill, St. James, and Walter Kerr theaters—further solidifying ATG Entertainment’s presence in New York’s theater scene.

ATG Entertainment’s impressive portfolio includes venues such as historic theatres, cinemas, studio theatres, and modern live music arenas. In total, ATG Entertainment oversees 64 venues across the UK, US, and Germany, entertaining more than 18 million audience members annually. The organization presents over 15,000 live performances each year, including major productions such as Cabaret at the Kit Kat Club, Stranger Things: The First Shadow, Moulin Rouge, The Lion King, Harry Potter and the Cursed Child, and Starlight Express. They also play a crucial role in producing popular music and comedy shows.

In addition to live performances, ATG Entertainment also operates a leading ticketing platform, processing over 18 million tickets annually and attracting 40 million unique visitors to its ATGtickets.com platform. The rebrand emphasizes the company’s evolution and growing footprint in the live entertainment industry.

Stimpson further highlighted the company’s strong foundation: “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.”

With this new identity, ATG Entertainment aims to continue its mission of supporting producers and promoters in bringing top-quality entertainment to diverse audiences around the world.

Main image: Montage featured the new logo and image is courtesy of ATG website, featuring their recent production of “Cabaret”