Ambassador Theatre Group, a leading live entertainment organisation, today announced that it is rebranding as ATG Entertainment.

The transformation is accompanied by a refreshed logo, design language and brand proposition: “Passion Behind Performance”.

“Now is the right time to change our name to ATG Entertainment, modernise our look and strengthen our brand proposition,” said Ted Stimpson, CEO of ATG Entertainment. “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, refreshed logo and design language reflect the Company’s evolution from theatre operator and capture the increasing variety of its content across music, comedy and events. The brand proposition, “Passion Behind Performance”, powerfully underscores the Group’s ongoing purpose, commitment, and dedication to support and enable producers and promoters to stage shows that entertain over 18 million people each year.

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.”

To buy tickets for events at ATG Entertainment venues, including The Alexandra in Birmingham and Regent Theatre and Victoria Hall in Stoke, visit: atgtickets.com