BSkyB signs 02 Arena sponsorship deal

BSkyB has signed a five year sponsorship deal – thought to be worth about £3 million a year – with AEG Europe to become a “founding partner” of the O2 Arena.

The deal will see Sky get first refusal on TV and online broadcast rights for most of the events at the venue, with the broadcaster featuring media and advertising at the arena from the beginning of next year.

All screens at the arena will be converted to High Definition and used to demonstrate Sky+HD, with Sky also getting access to the 3D cinema.

The deal will also see Sky launch a customer reward scheme for subscribers, giving them VIP access to performances at the venue.

Brian Sullivan, managing director of Sky’s customer group, said: “Thanks to the venue’s scale of reach, we are working with AEG to create a number of branding, demonstration and customer engagement opportunities that no other single entertainment venue can offer.”