ATG rebrands to reflect growth in theatre, comedy and music

Ambassador Theatre Group has rebranded as ATG Entertainment to reflect the company’s growing portfolio of comedy, music and events.

The move also sees the company unveil a new brand proposition under the title of Passion Behind Performance. The overhaul sees the company introduce a new logo.

ATG Entertainment’s new chief executive Ted Stimpson said: "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 more than 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."

ATG Entertainment said the new name reflected its "evolution from theatre operator and captured the increasing variety of its content across music, comedy and events".

Its new brand proposition "powerfully underscores the group’s ongoing purpose, commitment and dedication to support and enable producers and promoters to stage shows that entertain more than 18 million people each year," it added.

Stimpson said: “We are proud of our strong heritage and the foundations that have been built at
ATG Entertainment 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 all been instrumental in creating the One Company we are today.”