U.K.-based theatre owners and production company Ambassador Theatre Group has rebranded as ATG Entertainment, part of the company's shift beyond theatre operation into developing and producing work. The company owns a number of venues in London's West End plus Broadway's Hudson and Lyric Theatres and produces Broadway's Harry Potter and the Cursed Child, The Wiz, Cabaret, and more.

Last year, it was reported that ATG would combine operations with Broadway theatre owners Jujamcyn, adding the Walter Kerr, Al Hirschfeld, Eugene O'Neill, August Wilson, and St. James Theatres to its roster of Broadway houses.

"Now is the right time to change our name to ATG Entertainment, modernize our look, and strengthen our brand proposition,” says ATG Entertainment CEO Ted Stimpson in a statement. "Over the past few years, we have grown quickly and, with 64 venues and over 11,500 people across Europe and North America, we are pleased to unify the Group with a brand that reflects the breadth of our business today. We are all deeply committed to supporting our producers as they put on incredible productions that excite, move, and touch our audiences, and I believe this is perfectly captured with our new motto, 'Passion Behind Performance.'

"We are proud of our strong heritage and foundations that have been built over 30 years. The incredible shows created by the Jujamcyn team on Broadway, and the unforgettable entertainment brought by Mehr-BB to our European audiences, have been transformational in becoming the One Company we are today."

See the group's new logo above.