CTS Eventim buys into Mamma Mia! The Party
CTS Eventim has acquired a 49% stake in Björn Ulvaeus’s Mamma Mia! The Party, the theatrical and dining experience based on the Mamma Mia! musical.
Abba co-founder Ulvaeus, who retains the other 51%, launched Mamma Mia! The Party in Stockholm in 2016, following the success of Mamma Mia! The Movie. It has run in Stockholm for four sold-out years and in September 2019 debuted at the O2 in London, where it ran successfully for six months. (CTS is the exclusive ticket agency for the London show.)
Set at the Greek-inspired Nikos Taverna, the event combines a four-course Mediterranean dinner with live performances of Abba hits and a post-show disco and party.
Ulvaeus, the show’s executive producer, says: “We are delighted to bring CTS Eventim further into the Mamma Mia! The Party family, following a successful collaboration during our first year in London.
“This is a vote of confidence both in Mamma Mia! The Party and in the recovery of live events generally”
“Despite the challenges of Covid-19 and the real hardships and uncertainties we and the wider industry face due to the pandemic, this is a vote of confidence both in Mamma Mia! The Party and in the recovery of live events generally.”
Eventim CEO Klaus-Peter Schulenberg adds: “Björn Ulvaeus is the creative mastermind behind Mamma Mia! The Party. Together with him and CTS Eventim’s extensive live entertainment know-how and marketing expertise, we will take this exciting production to a new international level, as soon as the restrictions of Covid-19 are relaxed.
“Even if the corona crisis is a major setback for the entire event industry, we firmly believe in this project, which has already proven its potential.”
The acquisition is Bremen-based Eventim’s third of 2020, following Switzerland’s wepromote and Norway’s Nordic Live (via FKP Scorpio) in January and a new company jointly owned with Michael Cohl, set up in February.
Eventim partners with new ‘Mamma Mia! The Party’
Following on from three sold-out years in Stockholm, Mamma Mia! The Party will launch at London’s O2 next spring, with CTS Eventim as its exclusive ticketing partner.
The show first launched in the Swedish capital in 2016, a co-production between Björn Ulvaeus, former Abba member, and Ingrid Sutej, a veteran European live music and entertainment producer. Speaking about the show’s new home in London, Ulvaeus says, “We believe bringing Mamma Mia! The Party to The O2 will add to this already vibrant cultural destination and provide the perfect location for our exciting new show.
“[The show] has been created to let guests continue enjoying the party and enjoy being part of the show themselves.”
Set to the sounds of Abba, the show will transform one of the O2’s venues into a “wonderfully exotic Greek taverna,” telling the story of its landlord Nikos and his family. Alongside theatre and music, the 500-capacity show will serve guests a three-course Mediterranean meal.
“We want to do our part to ensure that as many visitors as possible will enjoy the timeless and joyful music of Abba”
Last week, Eventim was named as the show’s exclusive ticketing partner in the UK. Tickets will go on sale this autumn for next spring, with 200,000 being made available annually. On the exclusive partnership, Klaus-Peter Schulenberg, CEO of Eventim, comments: “I firmly believe that the show in London will seamlessly build on its overwhelming success in Stockholm.
“We want to do our part to ensure that as many visitors as possible will enjoy the timeless and joyful music of Abba.”
Mamma Mia! The Party adds to Eventim’s growing live entertainment portfolio, which has already helped the company achieve significant gains in the first half of 2018. Details of ticket pre-sales will be made available later this year, on the show’s official website.