ATG Entertainment has announced a landmark partnership with Pride in London ahead of the capital’s 2025 parade, reinforcing the theater giant’s commitment to championing LGBTQIA+ communities on and off the stage. The collaboration will see ATG harness the reach of its West End and UK venues, productions, and talent to support Pride in London’s program of events, visibility campaigns, and community initiatives in the lead-up to one of the world’s largest Pride celebrations. As preparations for the 2025 parade gather pace, the alliance signals a important cultural statement from one of the West End’s most influential operators, positioning live theatre at the heart of London’s ongoing fight for equality, portrayal, and inclusion.
ATG Entertainment deepens commitment to LGBTQIA communities through Pride in London partnership
Building on years of inclusive programming across its venues,ATG Entertainment is using this landmark collaboration to place queer artists,staff and audiences at the center of its 2025 plans. The company will activate a series of year-round initiatives that go beyond the parade itself, including dedicated performance slots for emerging LGBTQIA talent, targeted training for front-of-house and backstage teams, and new community ticket schemes designed to break down financial barriers. In a sector where visibility can still feel fragile, this move signals a strategic shift from one-off festivity to sustained, structural support.
Key strands of the partnership will be delivered in close consultation with grassroots organisations, ensuring that activity reflects the full spectrum of queer experience, from trans and non-binary representation to intersectional stories that amplify voices of color and disabled artists. ATG is also committing to measurable outcomes, with clear reporting on participation and engagement across its theatre portfolio.
- Year-round programming spotlighting queer-led productions
- Community partnerships with London-based LGBTQIA groups
- Workplace inclusion policies strengthened across all UK venues
- Accessible pricing for Pride-linked performances and events
| Focus Area | 2025 Goal |
|---|---|
| Queer Talent Onstage | +30% representation in new seasons |
| Community Tickets | 1,000 low-cost seats for Pride partners |
| Staff Training | All London venues LGBTQIA-trained |
| Youth Engagement | Free workshops in at least 5 boroughs |
How the 2025 Pride in London parade will spotlight West End talent and inclusive storytelling
From curtain-up to curtain-call, the 2025 march will transform central London into a live, open-air stage where performers, creatives and technicians from ATG’s West End venues step out of the footlights and into the streets. Expect dynamic mini-performances along the route, with cast members and creatives giving parade-goers a taste of the storytelling usually reserved for ticket-holders. Behind the glitter and choreography is a clear editorial line: to centre LGBTQIA+ narratives not as side-plots, but as the emotional core of the stories being shared. That focus will be mirrored visually through costume, float design and staging concepts inspired by landmark queer characters, trailblazing playwrights and the communities whose lives have shaped the modern West End.
The partnership will also use the parade as a live showcase of how major theatres can embed inclusive practice in everything from casting to audience experience. On and around ATG’s floats, visitors will see:
- Creative excerpts from shows that foreground queer voices and intersectional identities.
- Front-of-house teams representing access, inclusion and community engagement initiatives.
- Emerging artists using short, devised pieces to spotlight trans, non-binary and disabled perspectives.
- Community partners sharing resources on safer spaces, mental health and creative opportunities.
| Spotlight Area | What Audiences Will See |
|---|---|
| On the Route | Live musical moments, choreography and crowd-led singalongs |
| On the Floats | Designs inspired by iconic queer characters and stories |
| Beyond Parade Day | Workshops, post-show talks and access-focused initiatives |
Behind the scenes of ATG Entertainments diversity strategy from staff training to stage programming
Inside ATG Entertainment’s venues, inclusion is treated as a craft, not a checkbox. New starters and senior leaders alike complete layered learning pathways that move beyond compliance to explore lived LGBTQIA+ experiences,allyship and unconscious bias,supported by peer-led workshops,scenario-based simulations and optional mentoring circles. Specialist sessions are curated in partnership with community organisations, while front-of-house and technical teams receive tailored modules on audience care, respectful language and how to respond confidently to incidents in real time. This is reinforced through everyday touchpoints: staff rooms displaying evolving terminology guides,intranet hubs with personal stories from colleagues,and regular “you said,we did” updates that close the loop on internal feedback.
- Quarterly inclusion labs co-designed with LGBTQIA+ staff networks
- Creative briefings where programming teams review work through a diversity lens
- Data-informed casting discussions examining representation onstage and off
- Partnership showcases with queer-led companies and emerging artists
| Focus Area | What Audiences See |
|---|---|
| Training | Confident, informed staff across foyer, bar and box office |
| Programming | Seasons featuring queer stories, creatives and lead roles |
| Community | Post-show talks, safe spaces and Pride-linked events |
This behind-the-curtain work feeds directly into what happens under the spotlight. Season planning meetings now include structured checks on intersectional representation,from queer narratives and non-binary roles to trans-inclusive casting calls and creatives in key decision-making positions. Co-productions with LGBTQIA+ theatre-makers are no longer “special projects” but embedded strands of the artistic pipeline, supported by targeted marketing that signals safety and welcome to queer audiences. By aligning staff growth with artistic choices, ATG ensures its partnership with Pride in London resonates not only on the parade route, but in every rehearsal room, green room and auditorium seat.
Recommendations for cultural organisations seeking authentic and sustainable LGBTQIA partnerships
For venues and producers,the most enduring LGBTQIA collaborations begin long before a press release and continue long after the parade confetti has been swept away. That means inviting queer voices into the decision-making room, not just onto the stage. Curate year-round programming that reflects a spectrum of queer stories, including trans, non-binary and intersectional experiences, and back this up with fair pay, safeguarding and robust anti-discrimination policies. Small but visible shifts-such as gender-neutral facilities, inclusive casting calls and accessible ticket schemes-signal that allyship is embedded in the organisation’s infrastructure, not simply its marketing.
Partnerships also gain credibility when they are transparent, mutually beneficial and accountable to community needs rather than purely commercial goals. Cultural organisations can build trust by:
- Co-designing initiatives with LGBTQIA staff networks,charities and grassroots groups.
- Publishing clear objectives and impact reports tied to inclusion targets, not just revenue figures.
- Investing in training for front-of-house, creative and leadership teams on inclusive language and practice.
- Platforming community partners in campaigns, programmes and lobby spaces, with shared credit.
| Do | Don’t |
|---|---|
| Budget for community input and pay consultants fairly | Rely on unpaid emotional labor from queer staff |
| Support LGBTQIA work outside Pride Month | Limit visibility to one-off rainbow-branded events |
| Measure progress with data and lived experience | Assume inclusion as a campaign “looked” diverse |
Key Takeaways
As preparations for Pride in London 2025 gather pace, ATG Entertainment’s partnership underscores the growing role of major cultural institutions in championing LGBTQ+ visibility and equality. By placing inclusive storytelling and community collaboration at the heart of its involvement, ATG not only lends its stages to the celebration, but also its influence to a broader message of acceptance.
With further announcements expected in the coming months, all eyes will be on how this collaboration translates from statement to action-both on the streets of London and under the lights of the West End.
