Shakespeare North Playhouse, the award-winning theatre in Prescot, Merseyside, is seeking a corporate naming rights partner to support its ambitious plans for the next decade.
If successful, this would mark the first such deal for an established regional theatre in the UK.
The proposed partnership, expected to exceed £300,000 annually, will help realise the vision of Shakespeare North Playhouse and Knowsley Council to transform the venue and its surrounding community.
This innovative opportunity offers a commercial sponsor the chance to support a flagship arts organisation as it scales to become a cultural powerhouse in the North.
Home to the only 17th-century style, timber-built “Cockpit” theatre outside London, Shakespeare North Playhouse stands on historic ground—Prescot was home to the first purpose-built theatre outside the capital in the 16th century.
The £35 million venue is a beacon of how arts, heritage, and community can drive regeneration in one of the UK’s most deprived areas.
Since opening in July 2022, the theatre has welcomed over 300,000 visitors, with 10% experiencing theatre for the first time. It has also garnered 34 awards, including the prestigious RIBA awards and Theatre Building of the Year 2023 from The Stage.
Notable names such as Les Dennis, Steve Coogan, Frank Cottrell-Boyce, Johnny Vegas, Sue Johnston, Ricky Tomlinson, and Stephen Graham have graced its stage.
Lisa Allen, Chief Executive Officer and Creative Director of 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 of Shakespeare North Playhouse, added:
“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.”
The project is being led by Cultural Capital Partners, the consultancy behind the landmark £35.2 million naming rights deal for Aviva Studios in Manchester.
Councillor Graham Morgan, Leader of Knowsley Metropolitan Borough Council, said:
“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.”
Darren Henley, Chief Executive of Arts Council England, commented:
“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.”
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.”
Listings and ticket information can be found here
