Shakespeare North Playhouse – the award-winning theatre which opened in July 2022 in Prescot, Merseyside, is looking to secure a corporate naming rights partner to support the theatre’s ambitions over the next decade.
When secured, it is thought that this will be the first deal of its kind for an established regional theatre in the UK.
The partnership, which is likely to exceed £300,000 annually, will help to drive forward Shakespeare North and Knowsley Council’s vision for the Playhouse, Prescot and the wider borough. The deal will also help to secure the venue as a cultural asset for generations to come as funding for the arts continues to be challenging nationally. This innovative project provides a unique opportunity for a commercial sponsor to support a flagship arts organisation as it scales to become a cultural powerhouse in the North.
Shakespeare North is home to the only 17th-century style, timber-built “Cockpit” theatre outside London. Prescot in Knowsley was home to the first purpose-built theatre outside the capital during the Sixteenth Century. The £35m project is a living example of how arts, history, and community empowerment can reshape a region. It is central to Knowsley Council’s work to regenerate and grow the borough – one of the most deprived areas of the UK – and bring new opportunities and experiences to local people
Shakespeare North brings people together to participate in a unique programme of performances, activities and conversations, inspired by Shakespeare. Despite being less than 3 years old, it’s impact in communities is already being seen through regeneration, employment opportunities, raising aspirations and improving health and wellbeing.
Since opening, the theatre has welcomed over 300,000 visitors, 10% of whom had never set foot in a theatre before. It has won 34 awards including prestigious RIBA awards and Theatre building of the year 2023 (The Stage). The likes of Les Dennis, Steve Coogan, Frank Cottrell-Boyce, Johnny Vegas, Sue Johnston and Ricky Tomlinson and Stephen Graham have already appeared on stage in productions and events.
Partnerships through naming rights have the potential to be a significant part of the arts funding landscape and have existed within other sectors (in particular sport) for decades, helping to support financial sustainability for future generations. Cultural institutions welcome corporate sponsorship as part of a diverse funding model including public sector investment, earned income and other forms of philanthropic support. It is likely that this deal will mark a shift in Culture as part of the evolving story of arts funding in the UK
The project is being led by Cultural Capital Partners — a consultancy co-owned by Martin Prendergast and Elliot Willis, who secured a landmark £35.2 million naming rights deal for Aviva Studios in Manchester in 2023.
Lisa Allen, Chief Executive Officer and Creative Director, Shakespeare North Playhouse said:
“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 are 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.”
Max Steinberg, Chair, Shakespeare North Playhouse said:
“We are incredibly proud of what has been achieved at Shakespeare North and securing a naming rights partner will support us in the next stage of our journey. Shakespeare North Playhouse’s impact stretches beyond the walls of the building across Knowsley and the North – contributing towards a vibrant and well-connected community and supporting a stronger local economy while at the same time producing internationally significant work. This truly is a unique opportunity to be part of history and shaping the future of Theatre.”
Councillor Graham Morgan, Leader, Knowsley Metropolitan Borough Council said:
“When we first set off on our journey to create Shakespeare North Playhouse, our residents were at the forefront of our minds, and they continue to shape our vision for the future. Widening access to culture and the arts is something we are passionate about and it’s something we want our residents to have the opportunity to benefit from for generations to come.
As part of that, our role is to work hard with the Playhouse to ensure the long-term sustainability of this hugely successful venue and we think this project will help us do just that. It’s a really innovative project and something that in time we think could also help to support the future of other regional theatres too – which can only be a good thing.”
Darren Henley, Chief Executive, Arts Council England said:
“In just a few years, Shakespeare North has established itself as a creative powerhouse. It’s putting Prescot on the cultural map, developing deep and meaningful relationships with communities who live and work nearby. At the same time, it’s growing an impressive national reputation, occupying an important position in England’s cultural landscape as an Arts Council England National Portfolio Organisation.”
Steve Rotheram, Mayor of the Liverpool City Region said:
“Shakespeare North has quickly become a cultural hub not only for Prescot, but for our entire city region. Because, quite simply, it’s so much more than just a theatre – it’s a catalyst for regeneration, education and opportunity.
In a short space of time it’s made and incredible impact on the local community and it’s my hope that it will continue to inspire, educate, and bring people together for generations to come.”
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