Windstar Cruises has entered into a sponsorship agreement with London’s The O2 Arena, a strategic move aimed at reinforcing the brand’s presence in the UK market. The O2 (capacity 20K seats) hosts concerts from the world's top stars as well as elite events.
Under the terms of the agreement, Windstar will serve as the venue’s “official cruise line” gaining advertising exposure through billboards and ticket promotions, as well as opportunities for travel agent booking incentives tied to various music, comedy, and sporting events throughout the year.
Windstar's President Christopher Prelog highlighted the UK as the company’s second-largest source market but noted that significant growth potential remains. The sponsorship is intended to enhance brand awareness ahead of the launch of Windstar’s short sailings from London via HMS Belfast, set to debut in summer 2026.
As part of its expansion strategy, Windstar plans to appoint a new global commercial lead based in the UK, working alongside Head of Sales Augustus Lonsdale. Looking further ahead, the cruise line has outlined plans to establish a dedicated UK office.
Janet Barber, Chief Commercial Officer, described the sponsorship as part of a broader strategic expansion and an indicator of the company’s long-term investment in the UK market. She emphasized that, unlike some American cruise brands that treat the UK as a secondary market for discounted pricing, Windstar is committed to attracting the right clientele rather than focusing on last-minute deals.
Lonsdale previously stated that Windstar had ambitious plans for UK expansion, underscoring that the initiative was a long-term commitment rather than a short-term effort. He noted that while sponsorships of this scale are typically undertaken by larger cruise lines, Windstar’s approach aligns with its fun-loving brand identity.
Additionally, Lonsdale reported that forward bookings were 82% ahead of the previous year. He also confirmed that Star Seeker, Windstar’s newest ship, will operate Southeast Asia itineraries following its Japan season in autumn 2026, with planned calls in Vietnam, Cambodia, South Korea, Thailand, Kuala Lumpur, and Singapore.