Sky signs as The O2 brand partner

BSkyB has signed up to be a founding partner of The O2, AEG’s key entertainment venue.

O2 arena
O2 arena

The five-year deal will see Sky become the exclusive brand partner within the TV, home broadband and telephony categories, and the company joins existing founding partners such as, Adidas, BMW and Coca-Cola.

From the beginning of next year Sky will feature media and advertising in the venue. The broadcaster will also brand a number of areas across the venue, including the 3D-enabled cinema and, bar and hospitality area.

All screens within the arena will be converted to High Definition (HD) and used to demonstrate Sky+HD. Additionally, dedicated demonstration facilities for services such as Sky+HD and Sky’s forthcoming 3D TV service will be created.

Sky also plans to launch a customer reward programme that will include VIP access to events, exhibitions and screenings across the venue.

As broadcast partner for The O2, Sky will broadcast live events on TV and online.

The former Millennium Dome became The O2 in June 2007. Michael Jackson was scheduled to perform 50 concerts there starting in July this year before his unexpected death.

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