Three Ireland in €55m 3Arena sponsorship deal
Three Ireland has renewed its naming rights sponsorship of the 3Arena venue in Dublin, investing €55 million over the next decade in what is one of the biggest such deals in Ireland.
Under the agreement with US entertainment giant Live Nation, the telecoms company’s customers will have continued access to pre-sale opportunities for shows held at the 13,000-capacity venue, meaning they can purchase tickets before they go on general sale.
Three Ireland said the 10-year sponsorship marked “a significant investment” for the group and demonstrated its commitment to the Irish market. The value of the sponsorship has sharply increased on the previous 10-year deal agreed in 2008, although this too is thought to have been worth more to Live Nation than the figure of €25 million that was reported at the time.
Three’s new deal with Live Nation and Aviva Ireland’s naming rights deal on the Lansdowne Road stadium are understood to be the two biggest sponsorships in Ireland. The relatively low number of available deals has put a premium on the highest-profile properties and contributed to inflation at the top end. Aviva paid €40 million for a 10-year deal that runs until 2020 but the insurer is thought to have paid more for a five-year extension announced in January.
The industry expectation was that Three would renew the 3Arena deal, which was first signed between the venue owners and the Telefonica-owned O2 Ireland in 2008. It was renamed the 3Arena after Three acquired O2 Ireland.
The venue first opened as the Point Theatre, known as the Point or Point Depot, in 1988, and is now visited by about 900,000 people each year.
This latest deal belongs to the next tier of Irish sponsorships, which is led by Vodafone’s agreement with the Irish Rugby Football Union (IRFU) and also includes the three-way sponsorship of the GAA football all-Ireland championships by Eir, AIB and SuperValu.