O2 Keeps Its Name on London's Arena Until 2038 in a Record UK Deal
Updated: 6 days ago
O2 has signed a reported £200m, 10-year extension — described as the UK's largest-ever naming-rights renewal — to keep its name on London's O2 arena through 2038.
A 21-year brand marriage gets another decade
AEG and Virgin Media O2 have agreed a 10-year extension that keeps 'The O2' name on the London arena until 2038. The Guardian reported the deal at around £200m, and AEG calls it the 'largest naming rights renewal of its kind in UK history'.
The relationship is not new. AEG and O2 first partnered in 2005, two years before the venue opened in 2007, and signed a previous 10-year deal in 2017. This latest extension pushes one of Britain's most visible brand partnerships past the three-decade mark.
Why naming rights still earn their keep
In a fragmented media landscape, few assets deliver the always-on fame of a name on a landmark. 'The O2' is spoken, typed and searched millions of times a year — by ticket-buyers, performers, journalists and tourists — long before a single ad runs.
The numbers behind the venue explain the price tag. The O2 hosted a record 239 arena shows in 2025, with ticket sales up 11.4% to 2.9 million, and has welcomed more than 100 million visitors since 2007. That is a lot of brand exposure baked into everyday life.
Loyalty is doing the heavy lifting
Crucially, O2 isn't just buying signage. Customers get 50% more tickets through its Priority programme and, for the first time, Priority access to the 2,750-capacity indigo at The O2. The sponsorship doubles as a loyalty engine.
That is the modern template for big-ticket sponsorship: fame plus utility. The name delivers reach; the member benefits convert that reach into reasons to stay with the brand. One without the other leaves value on the table.
What businesses should take from it
Most brands will never buy an arena, but the principle scales down. When you sponsor anything — a local league, an event, a podcast — ask what tangible benefit your own customers get from it, not just how many eyeballs it buys.
Marketing Minute's take: the smartest sponsorships work twice. They build fame among strangers and reward the people you already have. O2 renewing for another 13 years of association is a vote of confidence in exactly that double duty.
Quick FAQ
How much is the O2 naming rights deal worth?
The Guardian reported the 10-year extension at around £200m. AEG calls it the largest naming-rights renewal of its kind in UK history.
How long will the arena keep the O2 name?
Until 2038. AEG and O2 first partnered in 2005, and the venue opened as The O2 in 2007.
What do O2 customers get from the deal?
Through Priority, O2 and Virgin Media customers get 50% more tickets and, for the first time, Priority access to the 2,750-capacity indigo at The O2.
A name on a landmark buys something almost nothing else can — constant, effortless fame. But the detail I'd point any business to is the Priority access. O2 isn't just renting a sign; it's turning a venue into a loyalty perk. That's sponsorship earning its money twice. — Daniel Nikolla, Founder of Merx Marketing
Great sponsorship builds fame among strangers and rewards the customers you already have.
If you sponsor anything, what does your customer actually get out of it?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: The Guardian, Music Business Worldwide, Access All Areas.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
