London New Year’s Eve Fireworks

Services: Partnerships, Sponsorships, Creative

The London New Year’s Eve Fireworks is one of the world’s most watched live cultural moments, reaching millions in the UK and globally through the BBC’s broadcast of the event. On behalf of the Greater London Authority and The Mayor Of London’s Office, Brand Culture was appointed to identify and secure brand partners for this iconic celebration.

The challenge was to move beyond traditional sponsorship and create an authentic, culturally relevant partnership - one that aligned with the show’s themes of unity, togetherness and pride in London, while adhering to the BBC’s strict product placement guidelines.

Brand Culture identified cultural phenomenon Wicked: For Good as the ideal partner. Filmed at London’s Elstree Studios, the film had enjoyed major box office success and was timed perfectly ahead of its home premiere on 2 January. Its core themes of hope, inclusivity and moral courage, embodied by proud Londoner Cynthia Erivo in the role of Elphaba, mirrored the spirit of the fireworks display.

The film’s distinctive visual world - its magic, bold pink and green palette, and the symbolism of the Yellow Brick Road - translated seamlessly into a spectacular fireworks narrative, inviting audiences to journey into the new year with hope and positivity.

By combining iconic movie footage, bespoke themed fireworks, a specially recorded voiceover from Cynthia Erivo, and the powerful anthem Defying Gravity, the GLA and Universal created a deeply emotive and culturally resonant chapter within the fireworks show - one that connected entertainment, purpose and celebration on a truly global stage.

Along London’s embankment, Wicked: For Good logo branding also appeared on ticketing gantries, which were visible to the 100,000 spectators who attended the event on the night.

The live BBC broadcast was watched by nearly 11m people across the UK, with over 2m views of the show on the BBC’s YouTube channel. The Mayor Of London’s socials of the event received over 2.5m combined views.

‍