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The UK Pantomime Association Announces Major Sponsorship Partnership with Trafalgar Entertainment and ATG Entertainment
27th February 2025
The UK Pantomime Association is delighted to announce a significant new sponsorship partnership with Trafalgar Entertainment and ATG Entertainment (ATGE). This collaboration will further enhance the UK Pantomime Association’s role as a leading charity supporting the art and tradition of pantomime, which also includes The Pantomime Awards, the prestigious ceremony which takes place annually.
As part of this exciting partnership, Trafalgar Entertainment and ATGE will take turns hosting The Pantomime Awards and provide vital financial support to ensure the continued success and growth of the event. To mark the first year of this collaborative initiative, The Pantomime Awards 2025 will take place in Woking at the New Victoria Theatre on Sunday 13th April.
The UK Pantomime Association works year-round to champion the creative and cultural significance of pantomime and aims to recognise outstanding talent and excellence within the industry through events, lectures, talks and The Pantomime Awards. This sponsorship from two of the UK’s most influential theatre organisations further strengthens its mission to promote and celebrate the very best in pantomime.
Simon Sladen, Chair of the UK Pantomime Association said: “We are incredibly excited about this new chapter for the UK Pantomime Association and The Pantomime Awards. This groundbreaking collaboration with Trafalgar Entertainment and ATG Entertainment secures The Pantomime Awards’ future and demonstrates a strong commitment to celebrating and acknowledging the significant role the artform plays in the UK’s cultural landscape. The UK Pantomime Association is looking forward to working with Trafalgar Entertainment and ATGE as, together, we continue to support and champion Britain’s greatest and most-loved artform.”
Chris McGuigan, Group Commercial Director for Trafalgar Entertainment said: “Panto season has long been the lifeblood of regional theatre in this country – for many children a trip to a pantomime is their first experience of live theatre and live entertainment. It’s fitting and appropriate then that both of the UK’s major regional theatre groups are helping to support and sustain The Pantomime Awards in this way. We firmly believe that panto deserves recognition and celebration – the artform itself – and the artists, entertainers, acts, writers, dancers, musicians and producers who bring it to life each year. We’re thrilled and delighted to be lending our support through this unique partnership.”
Claire Dixon, Business Director for ATG Entertainment said: “This new partnership represents a major milestone in securing the future of pantomime as an integral part of the UK’s theatre landscape, ensuring that it continues to thrive and be recognised for its unique contribution to British entertainment. The agreement helps raise the status and profile of what’s by far the country’s most popular type of family theatre.”
JJ Almond, Theatre Director at the New Victoria Theatre said: “We are absolutely thrilled to be hosting The Pantomime Awards 2025 at the New Victoria Theatre, Woking – the first to take place as part of this exciting new partnership. Pantomime holds a special place in the hearts of our theatre audiences, and this event is a true tribute to the incredible talent that brings the magic of panto to life each year. We can’t wait to welcome the pantomime community to Woking for what promises to be a spectacular evening of celebration and recognition”.
