Shakespeare North seeks naming rights deal worth £300,000 a year

Shakespeare North Playhouse has announced it is looking for a ‘naming rights partner’ to help support its work.

The multi-award-winning Prescot playhouse, which was officially opened three years ago, hopes any deal with a commercial sponsor could be worth more than £300,000 a year.

It is likely to mean a name change for the venue – although it is understood that would be through the incorporation of a corporate partner’s name, subject to the partner and formal discussions.

Shakespeare North bosses say the initiative, believed to be the first deal of its kind for an existing regional theatre in the UK, will help to drive forward the venue and Knowsley Council’s ‘vision for the Playhouse, Prescot and the wider borough.’

A deal would also help to secure the building as a cultural asset going forwards as the outlook for funding for the arts continues to be challenging nationally.

The project is being led by Cultural Capital Partners — a consultancy which secured a landmark £35.2m naming rights deal for Aviva Studios in Manchester in 2023.

Above: Shakespeare North chief executive and creative director Lisa Allen. Photo by Lucy Williams.

Shakespeare North Playhouse chief executive and creative director Lisa Allen said today: “In keeping with our values, this is a bold and brave move for Shakespeare North which will ensure future sustainability for many years to come.

“We have ambitious plans to bring Shakespeare and theatre experiences to the broadest range of people as possible, including in communities across Knowsley and beyond.

“Naming rights will support our passionate belief that culture can change lives – allowing us to reach more people and continue to produce high quality, accessible art.

“We’re so excited to be working towards securing this significant partner, who will align with our beliefs and values, and work with us to shape our next decade.”