Nissan seals O2 Arena sponsorship deal

Nissan has signed a deal to become the Official Automotive Partner for The O2 Arena.

The three year deal sees Nissan become The O2’s exclusive automotive partner with extensive branding rights across the whole of the 20 acre site and will include the creation of a Nissan Brand Centre, opening July 2010.

Nissan says the brand centre will be used as the communications hub for the launch of the Nissan Leaf, the world’s first affordable, mass produced pure electric family car. Leaf embodies Nissan’s vision for an environmentally sustainable future for road transport and goes on sale in the UK during March 2011.

Paul Willcox, managing director, Nissan GB comments: “This O2 partnership is a first for Nissan in the UK. The O2 offers us the space, support and exposure to showcase the brand to over 7.5 million people every year and will become a focal point for an innovative and integrated strategy which will span the entire sales & marketing operation.

“Nissan is a brand on the move. We are the biggest vehicle manufacturer in the UK; 80% of all the cars we sell are built in our factory in Sunderland. We have an enviable model range spanning from compact city cars to legendary sports cars such as Z and GT-R. We created and dominate the Crossover segment with the British-built Qashqai and we’re an industry leader in zero emission mobility with the launch, early next year, of the first mass-market, family electric vehicle. The O2 will give us the platform to engage with consumers on all of this activity and much more.”

Branding and advertising across the interior and exterior of The O2 will initially focus on the new Qashqai and will move to include Nissan’s much-anticipated small crossover, Juke, in advance of its September launch.

From its July opening, the Nissan Brand Centre will focus on zero emission mobility, the launch of Leaf and will showcase innovation, running interactive programmes and activities designed to attract and engage consumers.

Paul Samuels, executive director of Sponsorship at AEG Europe, adds: “We’re thrilled that Nissan has become a major commercial partner of The O2. Its forward thinking brand values are aligned with ours and our 7.5 million visitors a year will offer them unrivalled exposure across the site.”

The three year deal will see Nissan join a host of other major brands who have a founding partnership with The O2.

The O2 finished the decade as the world’s number one music venue for the third year running, selling over 2.3 million tickets to events in the arena – a record breaking figure.

The O2 deal was brokered by Manning Gottlieb OMD’s branded content division Fuse on behalf of Nissan Motors (GB) Ltd.

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here