VMS Live, the live music and venues specialist, has agreed a deal with the ticketing company Eventim, to secure naming rights for Liverpool Olympia.

As part of the arrangement, the venue will become the Eventim Olympia – Liverpool. Alongside this arrangement, VMS has also signed a new 5-year venue partnership agreement with venue owners Silver Leisure. As part of this new arrangement VMS will be installing PA and lights as part of a £250,000 investment in the building.

Carl Bathgate, commercial director of VMS, commented: “Having promoted and managed venues in the city over the last 20 years, I know just how much potential Olympia has. It’s a beautiful Matcham theatre with many original features still intact. Our partnership with the venue and the involvement of Eventim means that Silver Leisure can invest in the building as well, certain that they have the correct partners in place to deliver long term success for the venue.”

Chris Zorba, director of Silver Leisure, added: “My family have owned Olympia for more than 25 years, during which time we have seen many peaks and troughs in the Liverpool live music and club business and Olympia has very much reflected the change in fortunes of the city and local area. We have been working with VMS to try and re-establish Olympia as Liverpool’s premier venue for live music and events.

“The new agreement with VMS will allow Silver Leisure to invest in the fabric of the building to improve the customer experience. While at the same time, our new long-term agreement with VMS and its investment in production will give us a venue to rival any others out there. This, combined with the naming rights agreement with Eventim and its ability to deliver ticketing and technology solutions, means the potential is limitless.”