10th anniversary of the West End Wilma Awards (The Wilmas) marks a decade of celebrating the often-overlooked heroes of theatre.
Over the past ten years, The West End Wilma Awards (The Wilmas) have become one of the most beloved and important grassroots award events in UK theatre.
Industry professionals, backstage teams, casts, creatives and passionate theatre fans return year after year because they know what these awards stand for: recognition, inclusivity, and championing those who rarely find themselves in the spotlight.
While most award shows focus solely on star performers, The Wilmas honour the backbone of every production — the Understudies, Swings, Ensemble Performers, Dressers, Wigs, Hair and Makeup teams, and countless other contributors who keep the magic alive night after night.
Because at the heart of it all is our motto: “Everyone’s a Wilma.”
⭐ Why These Awards Matter
The impact is real. Past winners regularly tell us how transformative it feels to finally be seen:
Geri Allen, winner of Best Understudy (Operation Mincemeat), said:
“Thank you so much to West End Wilma for actually having these categories because understudies, covers, swings are so unsung. The only time anyone talks about us is when you’ve had to travel 150 miles to ‘save’ a show — but actually, we are saving it every day.”
Zephyr Aspen, winner of Best Dresser (Starlight Express), shared:
“It’s nearly 2026 and we are only just starting to get categories like these. It’s time to really diversify awards and celebrate the many departments that go unsung. They are the life of the show. I urge you to come together and celebrate these unsung heroes.”
And Dame Arlene Phillips, who attended in 2025, said:
“It’s a brilliant initiative. The understudies, swings, dressers etc. were so joyous that they had been thought of. These extended awards for those who never get noticed meant so much to them.”
These aren’t just awards — they’re validation, visibility, and community for the people who make theatre possible.
⭐ A Decade of Celebration — And a Chance to Do Something Even Bigger
This upcoming 10th anniversary is a milestone I want to make more spectacular, more inclusive, and more impactful than anything we’ve done before.
But here’s the truth:
As an independent theatre blogger, organising an event of this scale is incredibly challenging. Getting sponsorship in the theatre industry is especially tough — and I genuinely cannot deliver the event the community deserves without support.
People constantly tell me how important The Wilmas are. The industry says it. The winners say it. Audiences say it. But to continue and grow, we need sponsors who believe in the mission.
⭐ Here’s How You Can Help
If you’d consider supporting the awards — in any capacity — it would make a massive difference.
Your support would help us continue shining a light on the incredible, often invisible talent across our industry — and help the Wilmas enter their 10th year stronger than ever.
The 10th anniversary of The Wilmas will take place on Sunday 1 November 2026 at London’s Leicester Square Theatre.
Take a look at all the action from the 2025 awards
⭐ HEADLINE SPONSOR — £8,000
The Ultimate Partnership Opportunity
Position your brand at the very heart of one of theatre’s most-loved awards ceremonies. As our Headline Sponsor, your name becomes synonymous with the 2025 celebration—front and centre, everywhere it counts.
Your Headline Sponsorship Includes:
✨ Co-Branding of the Entire Event
Your name integrated into the official awards title:
“West End Wilma Awards in association with [YOUR NAME]”
This branding will appear across all pre- and post-event communications, ensuring maximum visibility throughout the entire awards season.
✨ Digital Domination
Prime-position logo placement on every awards-related webpage*
At least five dedicated emails to the West End Wilma mailing list (100,000 reach), featuring your name, logo and link — all in prime position*
✨ Premium Advertising Exposure
Sponsor logo on all paid advertising, which previously included high-profile print placements such as The Guardian and the Metro
Logo showcased prominently on our step-and-repeat board at the ceremony — the backdrop for all red-carpet photos
✨ Social Media Spotlight
Every time we mention the awards, your company will be tagged and acknowledged as our co-brand partner.
✨ Exclusive Programme Placement
A double-page, centre-spread advert in the event programme — handed to every guest.
✨ VIP Access
10 tickets to the ceremony for your team, clients or special guests
This is the highest-impact, highest-visibility option — ideal for brands ready to make a major statement in the theatre world.
🌟 WILMA’S SPONSOR — £2,500
High Visibility. High Impact. Great Value.
Become a major supporter of the West End Wilma Awards with prime placement across our digital and print platforms.
Your Sponsorship Includes:
✨ Premier Logo Placement
Your logo in prime position on all awards-related webpages*
At least five emails to our 100,000-strong mailing list featuring your brand prominently*
✨ Featured Advertising Presence
Your logo featured in prime position on all paid advertising — including previous placements in The Guardian and Metro
Prominent placement on the event’s step-and-repeat board for maximum red-carpet coverage
✨ Strong Social Media Presence
Frequent shoutouts, tags and sponsor acknowledgements across all social channels*
✨ Prestigious Programme Placement
A full-page advert inside the front cover of the show programme.
✨ Ceremony Access
8 tickets to join us at the awards
An excellent choice for brands looking for major visibility at a highly competitive price.
🌟 INDIVIDUAL AWARD SPONSOR — £750
The Perfect Sponsorship with Fantastic Benefits
Align your brand with one of our coveted award categories and enjoy wide-reaching promotion before, during and after the event.
Your Sponsorship Includes:
✨ Consistent Digital Visibility
Logo included on all awards-related webpages*
At least five emails to our 100,000 mailing list featuring your logo, hyperlink and mention*
✨ Advertising Inclusion
Logo placement on paid promotional materials—including past ads in The Guardian and the Metro
Logo featured on the venue’s step-and-repeat board for high-impact photo opportunities
✨ Social Media Mentions
Shoutouts and tagging across our social platforms*
✨ Programme Advertising
A half-page advert in the official show programme — given to all attendees.
✨ Ceremony Access
2 tickets to attend the awards
A fantastic, affordable option to get your brand in front of a passionate theatre audience.
*where possible
