The O2 signs BMW as car partner

Car marque BMW UK has signed to become the official automotive partner for entertainment venue The O2. The AEG-owned venue, formerly known as the Millennium Dome, will feature “significant” BMW branding and signage from its launch in June.

The deal will also allow BMW to showcase its products at the venue. BMW is the title sponsor of the VIP entrance and walkway, and also hosts a “welcome” feature in the main Entertainment District.

The deal will run for three years, with BMW UK’s primary focus on the car marque although the Mini and BMW Motorcycle brands will feature at specific events. BMW will be able to host dealer and customer events as well corporate hospitality at more than 150 live music, sports and entertainment events annually. The venue hopes to attract five million visitors in its first year.

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