Ambassador Theatre Group (ATG), now known as ATG Entertainment, is a global powerhouse in live entertainment, renowned for its vertically integrated business model that combines venue ownership, ticketing, and show production. Founded in 1992 by Sir Howard Panter and Dame Rosemary Squire, ATG has grown from a UK-based theatre operator into the world’s largest theatre group, managing over 64 venues across the UK, US, and Germany. Its portfolio includes iconic West End and Broadway theatres, and it serves more than 10 million customers annually. ATG’s success is rooted in its innovative approach to both business and technology. The company operates three major ticketing platforms, handling over 50 million sessions a year, and has consistently invested in digital experiences to enhance customer engagement. Notably, ATG pioneered immersive seat preview technology, allowing patrons to see what their view will be from specific seats—a feature that has set new standards for online ticketing in the live entertainment industry. Key achievements include major acquisitions such as the Foxwoods Theatre on Broadway and The Ticket Machine Group, the UK’s largest theatre ticketing provider. ATG’s vertically integrated model—spanning venue management, production, and ticketing—has positioned it as a leader in industry innovation and profitability. Today, ATG Entertainment continues to expand its global footprint, supporting producers and creatives in bringing world-class shows to audiences worldwide. With a strong commitment to customer experience, technological advancement, and industry leadership, ATG remains a benchmark for success in the live entertainment sector.