What Eventim Apollo does

Eventim Apollo is a 5,300-capacity live entertainment venue located in Hammersmith, West London, operating under the legal entity Hammersmith Apollo Limited. Originally opened on 28 March 1932 as the Gaumont Palace cinema, the venue is housed in an Art Deco building featuring a Grade II* listed Compton pipe organ and is one of the UK's largest and best-preserved original theatres. Since 2012, it has been owned by a joint venture between AEG Presents and CTS Eventim and rebranded as Eventim Apollo following a multi-million pound refurbishment that restored its 1932 design. The venue primarily serves general public audiences attending ticketed live music concerts, comedy shows, theatre productions, and film-in-concert experiences, with BBC's Live at the Apollo having filmed there for 16 years.

The venue offers a diversified product portfolio that includes ticketed public events (3,655 fully seated or 5,300 part standing), corporate and private venue hire for conferences, awards ceremonies, product launches and fashion shows (with capacities ranging from 670 dining to 1,500 standing reception), and a Centre Stage experience where bands can perform live on the Apollo stage for £1,750 per slot. Auxiliary revenue streams include premium upgrades (Lounge Pass and Premium Seat Packages), on-site bars (now cashless), accessibility services (hearing loop, BSL interpretation, wheelchair platforms, Hidden Disabilities Sunflower support), guided Venue Tours, and a community-focused H+F Spotlight event in partnership with the Hammersmith and Fulham council's giving program. The venue also features a high-tech modular flooring system that can be installed overnight to convert between gig and seated dining layouts.

Eventim Apollo generates revenue primarily through ticket sales distributed via the official ticketing partner eventim.co.uk, supplemented by venue hire fees, premium upgrade transactions, food and beverage sales, and bespoke experiential packages. Tickets are mobile-only and distributed both online and through an on-site box office open on performance days. Marketing is concentrated on its own website, the Eventim ticketing ecosystem, email newsletter signup, and Instagram, with corporate enquiries routed via a dedicated events sales inbox. The venue is privately held with no public listing, operates within governing English Law jurisdiction, and is supported by AEG Presents' artist booking relationships and CTS Eventim's ticketing infrastructure.

Name

Eventim Apollo

Legal name

Hammersmith Apollo Limited

Website

https://eventimapollo.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

101–250 employees

Short description

Eventim Apollo is a 5,300-capacity live entertainment venue in Hammersmith, London, hosting concerts, comedy, theatre, and corporate events, owned by a joint venture of AEG Presents and CTS Eventim.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)

akta.pro secondary industries

Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), VIP, Hospitality & Premium Experiences (Packages, Clubs, Suites) (MPAIAFAK), Venue Guest Services & Front-of-House Operations (Ushers, Box Office, Accessibility) (MPAGALAK), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)

Keywords

• Live event venue
• Concert ticketing
• Comedy performances
• Corporate venue hire
• Theatre productions

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Ticket Sales: Primary revenue from ticket sales for live events including concerts, comedy, theatre, and film-in-concert experiences. Tickets sold through Eventim ticketing platform as official partner.
2. Venue Hire (Corporate & Private): Revenue from hiring the venue for corporate events, awards ceremonies, private parties, film premieres, product launches, conferences, and fashion shows. Includes auditorium, foyer, and breakout rooms.
3. Centre Stage Experience: Premium experience allowing bands/artists to perform on the legendary Apollo stage with PA, backline, drum kit, sound check, live performance, and VIP bar celebration. Priced from £1,750.
4. Food & Beverage: Multiple bars selling alcohol, soft drinks, and snacks. The venue is cashless to speed up sales. Premium Lounge Pass includes complimentary drinks.
5. Premium Upgrades (Lounge Pass): Lounge Pass upgrade offering fast-track entry, access to premium Eventim Lounge with complimentary drink, private bathroom facilities and cloakroom. Available for most events via Eventim.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Eventim Apollo operates a historic live entertainment venue in Hammersmith, London, hosting ticketed concerts, comedy shows, theatre productions, and film-in-concert experiences for audiences of 3,655 (fully seated) to 5,300 (part standing). The venue also offers corporate and private event hire of its auditorium, foyer, and breakout spaces for conferences, awards ceremonies, product launches, and fashion shows, alongside premium on-the-night upgrades (Lounge Pass, Premium Seat Packages) and food & beverage sales via cashless bars.

Product overview

Eventim Apollo is a live entertainment venue in Hammersmith, London, offering a comprehensive portfolio of event experiences. The core offering centers on ticketed admission to concerts, comedy shows, and theatrical performances featuring major touring artists. Premium enhancements include Lounge Pass and Premium Seat Packages for enhanced venue experiences. The venue also offers venue hire services for both public ticketed events (Live Event Hire) and private/corporate functions (Corporate and Private Hire) including conferences and product launches. Unique experiential products include Centre Stage (allowing bands to perform on the legendary stage) and guided Venue Tours showcasing the venue's heritage. Comprehensive accessibility services ensure inclusive participation for all guests.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Tickets (Live Music, Comedy, Theatre, Film-in-Concert) Ticketed admission to live concerts, comedy shows, theatrical performances, and film screenings with live orchestra featuring major touring artists and comedians. Audience capacity ranges from 3,655 fully seated to 5,300 part standing. Sold via Eventim (eventim.co.uk) as official ticketing partner and on-the-day box office.
• Corporate and Private Venue Hire Hire of the auditorium, foyer, and breakout rooms for corporate events, awards ceremonies, private parties, film premieres, product launches, conferences, and fashion shows. Capacities range from 670 (dining) and 1,250 (standing reception) to 1,387 (theatre-style stalls) and 1,924 (circle fixed seating), with the modular flooring system enabling overnight reconfiguration.
• Live Event Hire Hire of the 3,655 seated / 5,300 standing-capacity auditorium for ticketed public events, with bookings managed via [email protected].
• Centre Stage Experience Bespoke 2-hour exclusive hire of the Apollo stage for bands or artists up to 6 people, including 10-minute sound check, 45-minute live performance, VIP bar celebration, PA, backline, drum kit, refreshments, and space for up to 30 guests. Priced from £1,750. Part of the Eventim Apollo OPEN series.
• Venue Tours Behind-the-scenes guided tours of the venue providing access to unseen spaces, backstage areas, and the Grade II* listed Compton organ, with commentary on heritage performances by The Beatles, David Bowie, Queen, Kate Bush, Adele, Harry Styles, and Ed Sheeran. Part of the Eventim Apollo OPEN series.
• H+F Spotlight Community Event Community-focused event produced in partnership with H&F Giving showcasing local talent and grassroots organisations on the Apollo stage. Tickets priced at £6.50, with all profits directed to H&F Giving community projects. Part of the Eventim Apollo OPEN series.
• Lounge Pass Premium Upgrade Premium add-on available for most events offering fast-track entry, access to the private Eventim Lounge, a complimentary drink (beer, wine, soft drink, or single house spirit mixer), private bathroom facilities, and cloakroom. Available via Eventim ticketing.
• Premium Seat Packages Upgraded seating experience combining Lounge Pass benefits with premium view seats at select shows, subject to availability.
• Accessibility Services Comprehensive accessibility provisions including wheelchair-accessible platforms in the stalls, free PA/companion tickets, auditorium-wide hearing loop system with amplification headphones and neck loops (£10 refundable deposit), BSL interpretation on selected performances, assistance dog accommodation, accessible parking guidance, and Hidden Disabilities Sunflower Scheme support.
• Eventim Apollo OPEN Seasonal programme launched in August 2026 enabling visitors to experience the venue in new ways through Centre Stage performance hires, H+F Spotlight community showcase performances, and exclusive backstage Venue Tours highlighting the venue's music history and architecture.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• AEG PresentscoreStrategic or Co-development Partner · 1 January 2012Since 2012, Eventim Apollo has been owned in a joint venture between AEG Presents and CTS Eventim. A multi-million pound investment saw the venue returned to its iconic 1932 Art Deco design. AEG Presents is a major global live entertainment company.
• CTS EventimcoreStrategic or Co-development Partner · 1 January 2012Since 2012, Eventim Apollo has been owned in a joint venture between AEG Presents and CTS Eventim. CTS Eventim operates the Eventim ticketing platform used as the official ticketing partner for the venue.
• EventimcoreChannel Partner/ Reseller/ DistributorOfficial Ticketing Partner for Eventim Apollo. All tickets for events at the venue are sold through eventim.co.uk. The venue is ticketed by Eventim.
• American ExpressminorOthersGlobal integrated payments company. Listed as a partner on the venue website. Accepts American Express for box office transactions.
• Franklin & SonsminorOthersRemarkable drinks brand. Listed as a partner on the venue website.
• Meantime BrewingminorOthersBrewery founded in 1999 in Greenwich. Started in a flat with pioneering spirit. Listed as a partner on the venue website.
• H&F GivingminorStrategic or Co-development PartnerHammersmith and Fulham council's giving program. Partnership for H+F Spotlight community event showcasing local talent and grassroots organisations on the Eventim Apollo stage. All profits from ticket sales go to H&F Giving community projects.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Barbican Centre: Major 1,949-capacity London performing arts centre hosting theater, dance, music, and film programming. Comparable as a London institutional arts venue, though focused on performing arts programming rather than large-scale concerts.
• Royal Albert Hall: Historic 5,272-capacity London concert hall hosting classical music, rock, pop, and award ceremonies. Direct comparable given similar capacity, heritage status, premium concert programming, and overlap in artist routing and corporate event clientele.
• Alexandra Palace: 10,000+ capacity historic North London venue hosting concerts, events, and exhibitions. Comparable as a heritage large-capacity London venue with similar event programming and corporate hire capabilities, though operating under different ownership structure.
• O2 Academy Brixton: Iconic 4,921-capacity London music venue operated by Academy Music Group, hosting major touring artists across rock, pop, and electronic genres. Directly comparable to Eventim Apollo as a similar-capacity, high-profile London live music venue competing for the same touring content.
• OVO Arena Wembley: 12,500-capacity London arena hosting major touring artists, comedy shows, and corporate events. Direct comparable as a large-scale London live entertainment venue competing for similar touring content and corporate hire opportunities, though at larger scale.
• The Roundhouse: Historic 3,300-capacity London music venue in Camden with a heritage legacy and diversified programming across music, comedy, and emerging artist development. Comparable in heritage positioning, London location, and live music focus, though smaller capacity.

Others

• AEG Presents: Global live entertainment promoter and venue operator that jointly owns Eventim Apollo and operates a portfolio including The O2. Relevant as parent company whose UK and global venue strategy directly shapes Eventim Apollo's content pipeline and competitive positioning.
• Eventim (CTS Eventim AG): European ticketing and live entertainment platform that jointly owns Eventim Apollo and provides its official ticketing infrastructure. Relevant as parent company and ecosystem partner; its broader venue portfolio (e.g., Barclays Arena Hamburg) provides venue operator comparables at scale.

Broad incumbents

• Wembley Stadium: 90,000-capacity national stadium in London hosting major concerts and sporting events. Comparable as a London mega-venue but operates at a fundamentally different scale and use case (stadium tours, national events) that sits above Eventim Apollo's mid-large positioning.
• The O2 Arena: 20,000-capacity flagship London arena owned and operated by AEG Presents (sister asset to Eventim Apollo under the same parent). Comparable as part of AEG's UK venue portfolio, though significantly larger scale and serves as a higher-tier routing option for major tours.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/eventimapollo
• Instagraminstagram.com/eventimapollolive
• Xx.com/EventimApollo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eventim Apollo