The magic of the festive season is set to sparkle even brighter this year as leading UK travel company Dawson & Sanderson partners with Sunderland Empire as the official sponsor of this year’s pantomime, Sleeping Beauty.
Since 1962, Dawson & Sanderson has been making holidays accessible, enjoyable, and stress-free for families across the North East, Yorkshire, and beyond.
Renowned for their expertise and trusted service, the company has helped generations of travellers turn their dream getaways into reality.
Now, they’re bringing that same sense of adventure and joy to the stage with this special partnership.
Running from 12 December 2025 to 4 January 2026, Sleeping Beauty promises to deliver laughter, music, and enchantment to families across the region.
The pantomime tells the classic tale of Princess Rose, who falls into an enchanted sleep and must be awakened by true love’s kiss – all told with plenty of sparkle, song, and slapstick along the way.
This exciting collaboration not only celebrates the tradition and cultural importance of pantomime but also reinforces Dawson & Sanderson’s commitment to the local community.
Judith Alderson, Commercial Director at Dawson & Sanderson, said: “Dawson & Sanderson are delighted to partner with Sunderland Empire and sponsor this year’s pantomime Sleeping Beauty.
“Dawson & Sanderson have been arranging holidays for families and travellers in the North East of England for over 60 years from our 20 branches across the region.
“We hold our collaboration with Sunderland Empire in the highest esteem as we look to further our connections with businesses who share our company values”
Thrilled with the support of Dawson & Sanderson, Paula Mitchell, Sales and Development Manager at Sunderland Empire, added: “We’re so delighted to welcome Dawson & Sanderson as a sponsor for this year’s pantomime. Panto is such a fabulous time in the theatre, as we welcome excited families to celebrate the season together.
“This partnership perfectly captures the spirit of community, fun and making memories.”
Visitors can look forward to a Dawson & Sanderson venue takeover, with colourful advertising throughout the theatre and even a pop-up stand at selected shows from the team at The Bridges store.
It’s time to let the magic begin – with a sprinkling of extra enchantment from Dawson & Sanderson as they invite audiences to dream, laugh, travel far, and make memories this Christmas and beyond.
