Cunard has confirmed its appointment as Headline Partner for the Olivier Awards 2026, the United Kingdom’s principal awards programme recognising achievement in theatre. The partnership coincides with the 50th anniversary of the awards, which are scheduled to be presented on April 12th, 2026 at the Royal Albert Hall in London.
The new role builds on Cunard’s established association with the performing arts and its ongoing relationship with the Society of London Theatre, which has been in place for 7 years. Through this collaboration, the cruise line has sought to align its brand with British cultural heritage and professional theatre, both through shore-based partnerships and onboard programming across its fleet.
Cunard has previously incorporated Olivier Award-recognised productions into its entertainment offering and has developed dedicated London Theatre at Sea Event Voyages, featuring curated performances, discussions, and appearances by industry professionals. As part of its expanded involvement with the awards, the company will also sponsor the Cunard Best New Musical Award as part of the 2026 ceremony.
Company leadership has indicated that the partnership reflects Cunard’s long-standing emphasis on arts and culture as a core component of the onboard experience, linking theatrical storytelling and live performance with its broader brand identity. In support of the collaboration, Cunard has introduced a themed London Theatre at Sea Event Voyage developed in conjunction with the Olivier Awards.
The voyage will take place aboard Queen Mary 2 on a transatlantic crossing from Southampton to New York between 22 and 29 May 2026. The programme is set to include appearances by Olivier Award-winning performers, practical workshops, and lecture-style sessions as part of Cunard’s Insights series. Pricing for the crossing currently begins at GBP 1,459 per person, based on double occupancy of a Britannia Balcony stateroom.
In parallel with onboard initiatives, Cunard plans to offer selected travel partners and guests opportunities to attend the Olivier Awards ceremony in London through ticket allocations and prize draws. Further information is expected to be released through the company’s official communications channels in advance of the event.