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Ambassador Theatre Group rebrands as ATG Entertainment

The theater-owning group also serves as a producer on “The Wiz,” “Cabaret” and “Appropriate.”

Melody A. Betts (center) with the company of the ATG Entertainment-produced staging of “The Wiz,” Broadway, 2024 (Credit: Jeremy Daniel)

Ambassador Theatre Group is now known as ATG Entertainment. The organization, which serves as both a theater owner and a producer, has also introduced a new brand motto: “passion behind performance.”

“Now is the right time to change our name to ATG Entertainment, modernize our look and strengthen our brand proposition,” ATG Entertainment CEO Ted Stimpson said in a statement. “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 motto, “passion behind performance.’”

Founded in London in the 1990s, ATG Entertainment has had a theater-owning presence on Broadway since its 2013 acquisition of the Lyric Theatre. In 2017, the company acquired the newly reopened Hudson Theatre. In 2023, ATG Entertainment and Jujamcyn Theaters combined operations, adding Jujamcyn’s five Broadway venues (the Al Hirschfeld, August Wilson, Eugene O’Neill, St. James and Walter Kerr theaters) to its collection of Main Stem venues. 

As a producing entity, ATG Entertainment is currently represented on Broadway with “Cabaret,” “The Wiz” and “Appropriate.” Additionally, ATG Entertainment will produce the upcoming revival of “Sunset Boulevard.”