O2 and AEG have today 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 ten years.
The renewed partnership will see O2 and AEG continue to set the industry benchmark for live entertainment. It 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 tenth birthday in June this year, over 60 million people have visited The O2 and almost 20 million tickets have been sold for shows ranging from music to sport to live entertainment.
Over the past ten years, the venue has hosted some of the world’s biggest stars and events from Beyonce to Bob Dylan, the BRITs to Peter Kay and World Championship Boxing to the ATP World Tour Finals. Prince holds the record for the longest straight residency at The O2 with an impressive 21 nights in its opening year. And only a handful of other performers have joined The O2’s 21 Club by playing 21 nights or more since 2007. These include: Take That, Michael McIntyre, One Direction and children’s choir Young Voices. In 2012, AEG and O2 launched Up at The O2, a unique, guided expedition across the roof the venue via a tensile fabric walkway suspended 53m above ground level, giving climbers spectacular 360 degree views of London.
Commenting on the deal, 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 ten 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 ahead of general release.”
Paul Samuels, Executive Vice President of AEG Europe said: “Together AEG and O2 have created the world’s most popular music and entertainment venue, now celebrating its 10th year of operation. 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.”
At The O2 over the past ten years:
The O2 consists of the 21,000 capacity arena, indigo at The O2 – a 2,800 capacity theatre style venue and Building Six – a 3,000 capacity superclub. It also includes an exhibition space currently housing the STAR WARS Identities exhibition and previously home to others including Tutankhamun, the British Music Experience and Elvis at The O2. The venue is also home to 26 bars and restaurants, an 11 screen cinema complex and the roof walk experience Up at The O2.
For more information about Priority Tickets visit here.
The deal was negotiated by AEG Global Partnerships, the team responsible for all sponsorships and partnership activations across AEG’s businesses in the UK and Europe.