Digital communications company O2 will be The O2’s naming rights partner for a further 10 years after putting pen to paper on a new deal with the venue's operator, AEG.
Since opening in 2007, the 21,000-capacity London complex has consistently been the world's busiest venue, selling almost 1.6 million tickets in 2016 alone. The renewed partnership with O2 will see customers benefit from more early access to tickets for shows at The O2. From 2018, double the number of tickets for O2 customers will be available via Priority Tickets, ensuring they get access 48 hours before general release.
Both O2 and AEG will make joint investments to ensure O2 customer spaces, venue access and in-venue experiences are best-in-class, including providing high density O2 Wifi throughout the entire venue, facilities to host more customers pre-show, as well as the recently announced designer outlet village, currently under construction and due to open in late 2018.
“Together AEG and O2 have created the world’s most popular music and entertainment venue, now celebrating its 10th year of operation," said Paul Samuels, EVP of AEG Europe. "From signing the deal back in 2005, O2 have become a significant and transformative force in the music business and our partnership has enabled countless benefits and experiences for their customers and all music, sports and entertainment fans.
"We’re thrilled they’re committing to The O2 once again and know it will enable the venue to become even better for fans and the artists that play here. The O2 would not be the success it is without the support and commitment of our partners.”
Using data driven insight, the deal, negotiated by AEG Global Partnerships, the team responsible for all sponsorships and partnership activations across AEG’s businesses in the UK and Europe, will see O2 and AEG working together to bring more integrated and personalised experiences direct to fans, enhancing the live experience before, during and after each event.
New technology installed in the arena will track and analyse crowd movements, using complex algorithms to reveal unique data. Information such as calories burned, noise generated by the audience, as well as the most popular moment of the night based on the crowd’s response will be shared with fans to allow them to relive their experience and share it with friends via social media.
Mark Evans, CEO at O2, said: “We are incredibly proud of our highly successful partnership with AEG that has made The O2 into the internationally renowned music and entertainment venue it is today. Over the past 10 years our work together has set an industry gold standard and it will continue to do so for the next ten years.
"The new deal reaffirms our commitment to customers, with the number of tickets available to shows via Priority Tickets doubling – giving them access to tickets to unforgettable live experiences 48 hours before anyone else.”
O2 and AEG’s partnership dates back to 2005, when a landmark deal was signed to turn the Millennium Dome into The O2. Celebrating its 10th birthday in June this year, more than 60m people have visited The O2 over the past decade. Upcoming concerts include Ed Sheeran, Drake, Take That, Celine Dion and Iron Maiden.