From its beginnings in 1992, the Ambassador Theatre Group has grown to be a world leader in live entertainment. The Ambassador Theatre Group operate performance venues, run a major ticketing platform and produce award-winning shows across the UK.

They are passionate about bringing great live experiences to the widest possible audience; about giving the world’s best creative talent the stage it deserves; and about providing their people and partners with opportunities to realise their full potential.

The Sunflower has featured as a key component of their inclusion programme since March 2020. The Ambassador Theatre Group (ATG) maintain that their stages are a platform for compelling stories – stories that are for all, by all, and of all. As a theatre group, they aim to shine a spotlight on our differences and believe that understanding and celebrating these differences is really important. ATG are passionate about the pursuit of true diversity and equality. And strive to make their venues beacons of these ideals in our communities. Onstage and off, they hold themselves accountable for nurturing an inclusive culture, one in which everyone can bring their authentic selves. The Ambassador Group seeks to provide a stage for everyone.

What inclusive events and experiences can you expect from the Ambassador Theatre Group?

The Sunflower events page is an easy way for you to let our Sunflower community know of any upcoming events or promotions your organisation may have. Here you can upload supporting photos or promotional artwork, a description of your event, accessibility icons, contact details, including links back to your own site, and of course a book your ticket button!


The Ambassador Theatre Group have captioned performances of Beauty and the Beast at the Sunderland Empire. Captioned performances have text on screens at the front of the auditorium so that people who are deaf or hard of hearing, or anyone that would like to read along, can also enjoy the performance.

The Lyceum Theatre in London, is currently hosting performances of The Lion King. To ensure everyone can come and feel part of the circle of life, this production offers audio described performances for people with visual impairments, as well as captioned and British Sign Language (BSL) interpreted performances for people with hearing impairments. There are also relaxed performances available. A relaxed performance is a show that's been adapted to suit people who might require a more relaxed environment when going to the theatre such as people with learning difficulties, autism or sensory communication disorders. Relaxed performances are adapted in a number of ways to reduce anxiety and create a supportive atmosphere, including adjusting light and sound levels, providing ‘chill-out’ areas and demonstrating an embracing attitude towards audience noise and movement in the auditorium.

 In Scotland, the Theatre Royal Glasgow has audio described performances of both the musical School of Rock and their production of The Lion, the Witch and the Wardrobe.

For more information regarding the Ambassador Group's shows please visit:

Got an event coming up? Let the Sunflower community know via our events page

Is your organisation making the most of your Sunflower membership? There've been quite a few changes to the way that we support you, our Sunflower Members, since we introduced our Sunflower Membership and a few of these new benefits may have passed you by. The events page is just one aspect that you may be interested in using in order to offer your colleagues and customers with invisible disabilities a more holistic Sunflower experience.

* Adding Sunflower events is to all our Standard, Professional and Corporate Members