Partner Article

O2 extends Millennium Dome naming partnership in rumoured £125m deal

The name and branding of mobile operator O2 will continue to emblazon the former Millennium Dome after its agreed a ten-year extension to its current sponsorship deal.

Rumoured to be in the region of £125m, the extension deal has been struck with the site’s owners, Anschutz Entertainment Group (AEG) as part of an extensive partnership deal that includes a doubling of the number of O2 priority tickets for big events at the venue.

In return, AEG will receive between £10m and £15m per year up until at least 2027, around double the £6m per year O2 was paying as part of the previous arrangement it had agreed in 2005.

Paul Samuels, executive vice-president of AEG Europe, commented: “When it came to renewal time we got lots of calls. We never even considered them and having to go out and sell this. We wanted to stay with the great partnership we already have.

“We are delighted O2 is committed to another 10 years. In this industry 10-year deals don’t come up very often. It shows the major commitment between both companies.”

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