Put your brand at the heart of Christmas_
Two premium festive destinations this Christmas. Partner with either city or bring both together in one campaign.
The opportunity
This Christmas, Underbelly is offering brands the opportunity to partner with two premium festive experiences. Skate Leicester Square returns to London's West End following a major 2025 season, and the brand new Skate St George's launches outside one of Liverpool's most recognisable landmarks.
Each destination brings high-impact visibility, consumer engagement, product trial, hospitality and retail together in one place. Partner with either city, or bring the two together in a single festive campaign.
Two destinations
London residents, domestic and international tourists, office workers, families, couples and young professionals.
A festive market, outdoor rink, food and drink, retail and a community programme, at the gateway to the city centre.
The 350,000+ figure refers to weekly footfall through Liverpool Lime Street Station, not forecast event attendance. Skate St George's launches for the first time in 2026; its visuals are indicative production visualisations.
At a glance
| Skate Leicester Square | Skate St George's | |
|---|---|---|
| City | London, West End | Liverpool, St George's Hall |
| Dates | 31 Oct 2026 to 3 Jan 2027 | 21 Nov 2026 to 3 Jan 2027 |
| Status | Established, evolved in 2025 | New for 2026 |
| Live days | 65 | 44 |
| Audience context | 2.2m visitors reported in 2025 | 350,000+ weekly Lime Street footfall |
| Partnership potential | Presenting, drinks, media, sampling, retail, hospitality | Title, drinks, experiential, sampling, hospitality, retail |
Choose London, Liverpool or create a joined-up campaign across both cities.
Experience Skate Leicester Square
Film shows Skate Leicester Square in London. Skate St George's in Liverpool launches for the first time in 2026.
Ways to partner
Every partnership is tailored to your objectives, audience and investment, and is subject to category availability and final agreement.
What a partnership could deliver
Indicative of what a partnership can be built around. Specific rights and deliverables are confirmed with Underbelly on a case-by-case basis.
Trusted by leading consumer brands
Previous partnerships span Underbelly's winter-event portfolio and do not imply that every brand partnered with these specific 2026 events.
Investment
Opportunities extend from targeted brand activations to presenting and title partnerships. Final costs depend on the destination, rights, duration, activation requirements and category.
Production, installation, staffing, stock and creative costs may be additional where required. Prices exclude VAT.
Why Underbelly
Underbelly creates exceptional large-scale public events, combining premium production with iconic locations. Following its appointment by Liverpool City Council, it brings its award-winning festive expertise to Liverpool for the first time in 2026.
Start a conversation
Tell us a little about your brand and what you are considering, and Andrew Dayes will come back to you with the right detail for London, Liverpool or both. Prefer email? andrew@wearema.co.uk.
Your contact: Andrew Dayes, Media Partnerships Manager, ma · andrew@wearema.co.uk
Choose London, Liverpool or bring the two cities together.
Discuss a partnership