CTS Eventim has acquired both the ticketing and naming rights for the Liverpool Olympia.

Under the deal, the 1,200-capacity venue will be named the Eventim Olympia, effective immediately.

In addition, the agreement means Eventim UK will function as the exclusive ticketing system provider for the Eventim Olympia.

CTS Eventim said that as part of the acquisition, there will be significant investments in the venue from Argent Leisure and VMS Live, which owns and operates the venue. These will benefit not only the infrastructure of the Eventim Olympia, but will also help to significantly increase the number of live events held there.

Nick Blackburn, chairman at Eventim UK, said: “The live entertainment scene in Liverpool has lost none of its fascination and buoyancy, even though it is over 50 years since the last Beatles concert there. I am delighted that our commitment to the Eventim Olympia goes far beyond sponsorship.

“We are working jointly with our partners, Argent Leisure and VMS Live, to ensure that this venue, with all its rich tradition, will continue to provide a welcoming home for artists and fans.”

The venue is one of the oldest auditoriums in Great Britain. It was completed in 1905 and the building was used as an indoor circus, a variety theatre and a cinema, among others.

More recently, it has mainly served again as a venue for concerts, comedy shows, sports events, as well as for fashion shows and club events.

Chris Zorba, managing director of Argent Leisure, said: “The Eventim Olympia will become a key venue in the North of England as the partnership between VMS Live, CTS Eventim and ourselves will fulfil the vast potential of this unique venue.”

Steve Forster, managing director of VMS Live, added: “The partnership with CTS Eventim gives us additional opportunities to utilise the enormous potential of this outstanding venue in the best way possible.

“I am absolutely convinced that, with the improvements we are making to the building, we will be able to attract even more shows. The new Eventim Olympia creates a genuine win-win situation that will also benefit the entire live entertainment scene in Liverpool.”

Image: CTS Eventim