O extends sponsorship deals at 2 city music venues for 10 years

TELECOMMUNICATIONS firm O2 has renewed its sponsorship deal with two live entertainment venues in Birmingham.

The O2 Academy, off Bristol Street, and the O2 Institute, in Digbeth High Street, will remain as O2 venues for another ten years.

The sponsorship deal between the telecoms giant and venue owner Academy Music Group covers all of the latter’s 19 venues across the UK and is reportedly venues and events run by concert worth £70 million. producer Live Nation across the UK.O2AcademyBirminghamreopened its doors in September New technology will also be 2009 in the former home of the installed at O2 Academy venues to Dome nightclub after relocating analyse the movements of customfrom Dale End where it was previers in order to reveal data for both ously the Carling Academy. fans and artists such as calories

The Institute, in Digbeth, signed burned, noise generated by the up with O2 in 2015, having also preaudience and the most popular viously been sponsored by music moment of a night. store HMV. Fans will receive a free digital

O2 said it now planned to double memento with highlights of the the number of priority tickets availnight, allowing them to relive their able to its customers for academy experience and share content with friends via social media.

Paul Latham, chief operating officer with Live Nation UK and Ireland, said: “We are incredibly proud of our partnership with O2 which has revolutionised the way brands work within the live sector.

“This is more than just a naming rights deal.

“Over the last nine years, we have worked tirelessly together to build the O2 Academy brand, investing in these iconic buildings and giving O2 customers access to millions of priority tickets.”