The decade-long agreement solidifies a continued strategic focus between the telco, global entertainment company, Live Nation, and owner-operator, Academy Music Group (AMG). Highlighting customer service, the deal will double the number of Priority Tickets available to O2 customers, reaffirming O2’s investment in its customer-focused business strategy. The deal spans 19 venues nationwide, covering 13 cities from Glasgow and Manchester to its four London venues.

The sponsorship began in 2009, taking over from the venues’ previous agreement with Carling, with naming rights established for 11 venues, paying £4.5m a year. The new deal welcomes increased investment from all parties, with Live Nation and AMG boosting promotions and ticketing in recent years. Principally however, the renewal will also give rise to a digital upgrade for all 19 venues. Crowd-analysis technology will now feature throughout the O2 Academy venues, establishing a deeper insight into noise generation, crowd movements and artist data that aims to be an innovative advancement within the industry.

Nina Bibby, CMO at O2, says, “We know our customers love live experiences and O2 Academy venues are a huge part of the UK’s live music scene which is why we’re extremely pleased to be continuing our longstanding relationship with both Live Nation and Academy Music Group. Just under ten years ago we pioneered the pre-sale model with Priority Tickets, giving our customers exclusive early access to tickets for the best shows around. This new, long term deal takes that even further, with double the number of tickets available for O2 customers to not just every show at 19 O2 Academy venues, but also all Live Nation shows across the UK.”

The focus on O2’s Priority offering signifies a wider push for O2’s reward-focused business model to flourish, with the new deal also allowing for further offers catered to O2 customers, such as drinks deals, free wifi and pre-release tickets. The deal features a new campaign video, celebrating the Academy venues. Yet with its programme winning top prize at the 2017 Europe Sponsorship Awards, the deal’s expanded scope aims to further solidify O2’s brand position as a top industry competitor.