O2 extends naming rights partnership with AEG until 2038

AEG and O2 have agreed a multi-million-pound extension of their naming rights partnership for The O2, ahead of the venue’s 20th anniversary in 2027. The companies describe it as the largest naming rights renewal of its kind in UK history.

The agreement will increase the number of tickets available through Priority Tickets for shows at The O2 by 50%. O2 and Virgin Media broadband customers will also gain Priority access to shows at indigo at The O2 for the first time, extending the benefits to performances by emerging artists.

Since opening in 2007, the AEG-owned venue has welcomed more than 100 million visitors and hosted over 6,800 events. Partnership activations have ranged from temporarily renaming the venue ‘The O3’ for Drake’s seven-night residency to recreating The O2 within Fortnite.

The renewal illustrates how a naming rights partnership can develop beyond venue branding, combining customer rewards, connectivity and access to live entertainment.

Paul Samuels, President of Global Partnerships at AEG International, said: "The renewal of our partnership with O2 reflects the enduring strength of a relationship built on trust, innovation and a shared ambition to deliver exceptional live entertainment experiences. Over the past two decades, The O2 has become one of the world's most successful and recognisable entertainment venues, and this landmark agreement ensures we can continue investing in the venue, enhancing the fan experience and setting the standard for premium live entertainment for many years to come."

Commenting on the renewal, Gareth Griffiths, Director of Partnerships and Sponsorship at Virgin Media O2, said: "Live entertainment is in O2's DNA, and for nearly two decades The O2 has been at the heart of how we reward and excite our customers, giving them access to world-class experiences through Priority they simply cannot get anywhere else. We are thrilled to extend our partnership for another 10 years.

“Our contract renewal with AEG reflects our confidence in the future of The O2 and our commitment to the UK's live entertainment industry. We’ll continue supporting artists at every stage of their careers, from indigo at The O2 through to arena headliners, bringing our customers closer to what they love and helping them create memories that last a lifetime."