O2 and AEG have announced the signing of a new agreement for the world’s most successful music and entertainment venue, the O2. The landmark deal secures O2 as the O2’s naming rights partner for a further 10 years.

The renewed partnership continues O2’s commitment to customers and will see them benefit from even more early access to tickets for shows at the O2. 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, arena access and in-venue experiences are best in class. These include providing high density O2 Wifi throughout the entire venue, facilities to host more customers and their guests pre-show, as well as the recently announced 205,000sq ft. designer outlet village, currently under construction and due to open in late 2018.
 
Using data driven insight, the deal will renew the focus on fans to create even more unforgettable moments. It 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.
 
O2 and AEG’s partnership dates back to 2005, when a landmark deal was signed to turn the Millennium Dome into the O2. Opening its doors to the public in 2007, the iconic London venue has been officially crowned as the most popular arena globally in terms of ticket sales every year since. Celebrating its 10th birthday in June this year, over 60 million people have visited the O2 and almost 20m tickets have been sold for shows ranging from music to sport to live entertainment.
 
Mark Evans CEO of O2, says,  “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 10 years."

To read more about the partnership, see our recent interview with O2's head of music sponsorship.