The five-year deal starts this month and will see Best Buy customers given access to VIP tickets, as well as exclusive gigs at indigo2 and AEG Live events.
The benefits will be promoted under Best Buy’s own rewards programme – My Best Buy. This gives customers personalised perks and privileges including exclusive access to gigs and shows, offers and recommendations based on their interests as well an area online called ’My Kit’ where customers will find their receipts, warranties and purchase history in one place.
The sponsorship will also include a series of exclusive gigs at the indigO2, The O2’s 2,300 capacity music venue, under the banner ’Best Buy Presents…’.
Headlined by Ellie Goulding, the first exclusive gig will take place on 5 July with 1,225 pairs of free tickets available to be given away by Best Buy.
Best Buy will promote the exclusive Ellie Goulding gig to customers at its Thurrock, Hedge End and Merry Hill stores. Customers who spend over £30 on products in store will be given a unique reference code and will be eligible for a pair of free tickets to the show and entry to the after-party.
Best Buy’s first UK store opened on 30 April 2010 in Thurrock, Essex. The store in Hedge End near Southampton opened on Friday 28 May, with Merry Hill in the West Midlands opening in June followed by Aintree near Liverpool and Croydon later in the year and Bristol in 2011.
The O2 receives 7.5 million visitors a year.
Earlier this year Nissan signed a deal to become the arena’s Official Automotive Partner, while Brothers Cider signed an exclusive deal to become its official supplier of pear and flavoured ciders.