The Olympia Theatre is to change its name after a new partnership deal with Three Ireland.
It has been renamed 3Olympia Theatre, with the phone company entering into an 8-year contract.
Three already holds sponsorship across the Irish entertainment industry including the 3Arena as well as the Electric Picnic and Longitude festivals.
New signage is also set to be erected at the historic venue, after the planning application was granted in April.
Today we're proud to announce that we're now sponsoring one of Dublin's most iconic venues - ensuring the rich history of the building is preserved for years to come 🏭
Introducing: 3Olympia Theatre.
Go to 3Plus for exclusive benefits or find out more 👉 https://t.co/usPefmbPB5 pic.twitter.com/AW5jTiFV4F
— Three Ireland (@ThreeIreland) September 15, 2021
While many have reacted to the change saying they wouldn't be using the venue's new name, a branding expert believes the presence of Three at The Olympia will be a big benefit to them.
John Trainor from Onside consultancy says renaming the theatre will be about the experience offered at the venue:
"It may not be verbalised between themselves but when they're sitting in their seats going "I'm really happy to be here at the 3Olympia" but by being in the experience and being in the venue their connection to the brand will happen."