This prestigious launch, attended by marketing and sponsorship directors from UK and global brands, had no finer setting than London’s world renowned  Lyceum Theatre which plays host to Disney’s The Lion King. All guests were treated to a thrilling and exclusive performance from one of the UK's biggest musicals: Jersey Boys. The act featured an all singing all dancing recital of the show's biggest and best musical hits such as 'Big Girls Don't Cry'. The performance served as a reminder to leading industry experts of the depth of impressive talent performing up and down the country across over forty UK theatres.

British newsreader and television presenter, Natasha Kaplinsky, presented the entire event effortlessly, comparing proceedings and introducing both guest speakers and owners of ATG. The star studded cast of speakers included none other than thespian actor Simon Callow, and ATG Executive Chairman Greg Dyke, who also wears a Chairman’s hat at the FA.

If the impressive display of talent wasn't enough to get the guests on the edge of their seat, the business acumen expressed in the speeches of ATG's founders, Sir Howard Panter and Rosemary Squire by far captivated the audience as they recalled amusing yet humble anecdotes from the company's infancy. Panter and Squire are a powerful pairing and amused guests telling husband and wife jokes; we can confirm that Rosemary does in fact wear the trousers both in the office and at home!

Following the launch, Generate’s events team has handed over the baton to the sponsorship division at Generate to manage the exhilarating demand for future ATG partnerships. Watch this space.

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