AEG and Virgin Media O2 have agreed to extend their naming rights partnership for The O2 in London until 2038.
The companies described the multi-million-pound agreement as “the largest naming rights renewal of its kind in UK history”.
Under the deal, O2 and Virgin Media broadband customers will get 50% more tickets to shows at The O2 through Priority Tickets.
For the first time, those customers will also receive Priority access to shows at indigo at The O2, the complex’s 2,750-capacity space.
The addition gives O2 customers access to artists playing smaller shows before they move up to arena dates.
The announcement was made on Wednesday (October 7), ahead of the venue’s 20th anniversary in 2027.
AEG owns and operates The O2, which it said has hosted more than 6,800 events and welcomed over 100 million visitors since opening in 2007.
Its 20,000-capacity arena is the busiest in the world, AEG says, and has sold more than 30 million tickets.
The partnership has previously included renaming the venue The O3 for Drake‘s seven-night residency and building a digital version of the arena within Fortnite.
“The renewal of our partnership with O2 reflects the enduring strength of a relationship built on trust, innovation and a shared ambition to deliver exceptional live entertainment experiences,” said Paul Samuels, President of Global Partnerships at AEG International.
“Over the past two decades, The O2 has become one of the world’s most successful and recognisable entertainment venues, and this landmark agreement ensures we can continue investing in the venue, enhancing the fan experience and setting the standard for premium live entertainment for many years to come.”
“The renewal of our partnership with O2 reflects the enduring strength of a relationship built on trust, innovation and a shared ambition to deliver exceptional live entertainment experiences.”
Paul Samuels, AEG International
“Live entertainment is in O2’s DNA, and for nearly two decades The O2 has been at the heart of how we reward and excite our customers, giving them access to world-class experiences through Priority they simply cannot get anywhere else,” said Gareth Griffiths, Director of Partnerships and Sponsorship at Virgin Media O2. “We are thrilled to extend our partnership for another 10 years.
“Our contract renewal with AEG reflects our confidence in the future of The O2 and our commitment to the UK’s live entertainment industry. We’ll continue supporting artists at every stage of their careers, from indigo at The O2 through to arena headliners, bringing our customers closer to what they love and helping them create memories that last a lifetime.”
“Our contract renewal with AEG reflects our confidence in the future of The O2 and our commitment to the UK’s live entertainment industry.”
Gareth Griffiths, Virgin Media O2
The renewal follows a 10-year naming rights deal signed in 2017, and extends a relationship between AEG and O2 that dates to 2005.
The O2 reported a record 239 arena shows in 2025, with ticket sales up 11.4% year-over-year to 2.9 million.
Across the UK, consumer spend on live music rose 9.5% in 2024 to GBP £6.68 billion (USD $7.23 billion), according to industry group LIVE.
The O2 marks its 20th anniversary in 2027, with shows from Maisie Peters, Jorja Smith, and SOMBR already on sale.
Priority has sold more than 3.9 million tickets at The O2 over the course of the partnership, according to the companies.
In 2023, The O2 contributed £2.8 billion in visitor expenditure across the UK and supported 25,000 jobs, according to AEG.
The O2 said it was named Billboard‘s Top International Arena for 2026 and Venue of the Year at the 2026 Music Week Awards.Music Business Worldwide