Ambassador Theatre Group (ATG) has confirmed that The Fire Fighter Charity will be its Charity of Choice for its 10 West End theatres in London throughout 2023. The world leading theatre company will collect donations at its London West End shows from December 2022 and throughout 2023 – which is the charity’s 80th anniversary year.

ATG has said it will encourage its audience members to “be the supporting cast to firefighters” and donate what they can, to ensure we can continue to provide much needed support to thousands of individuals facing challenges to their mental and physical health each year.

Ruth Powell, our Director of Fundraising and Engagement, said of the partnership: “We’re delighted and grateful to ATG for choosing to support us throughout our 80th year. This fantastic partnership will allow us to raise much needed funds and boost awareness of Fire Fighters Charity, and the incredible work of our fire services, amongst theatre goers at some of London’s biggest shows.

“Fire service personnel work round-the-clock to keep us safe and it’s our job to ensure they have somewhere to turn for support. Together with ATG and thanks to the generosity of West End theatregoers, we can continue to be their supporting cast.”

Andrew Rawlinson, Director of ATG’s London venues, said: “ATG is thrilled to be supporting the work of this amazing charity – our firefighters often put themselves in harm’s way to make sure we are safe when we need them, and this is our way of saying thank you, and that we want to do our bit to make sure there is someone there when they need them. Thank you for all you do, and I know our audiences will support in whatever way they can.”