In one of the year’s biggest sponsorship deals, BSkyB has unveiled a 5-year, £15 million partnership with London-based entertainment venue the O2. The deal, which makes Sky a founding partner, includes a VIP ticketing service for the broadcaster’s subscribers and the right to broadcast O2 shows on Sky. The broadcaster joins adidas, BMW and Coca Cola as a top tier partner of the AEG-owned venue.
Aside from the above rights, Sky will also gain access to marketing opportunities in and around the Greenwich site. For example, the O2′s 3D cinema will be used to showcase Sky+ HD. There will also be a reward programme which gives Sky customers VIP access to events and screenings. On the latter point, Sky has already started hunting for an agency to handle activation of the new-look programme.
Commenting on the deal, Brian Sullivan, MD of Sky’s customer group. said: “We are working with AEG to create a number of branding, demonstration and customer engagement opportunities that no other single entertainment venue can offer. We will use this relationship to both engage new audiences and reward our valued customers.”