Arsenal prolongs O2 deal

O2 is to continue its relationship with the Premier League club after signing a new three-year sponsorship partnership as exclusive mobile communications partner. The new deal, which begins when the existing shirt sponsorship ends at the end of the 2005/06 season, is worth GBP 2.25m over three years.

The deal is said to mark a shift in O2’s sponsorship strategy, which will now focus on partnerships that "offer exclusive content for its customer base and places less of a focus on brand awareness". Central to the deal is exclusive rights for O2 to provide a range of mobile services through Arsenal Mobile, which will enable both O2 and the club to share incremental revenues.

O2 announced in May that it had joined forces with Anschutz Entertainment Group (AEG) in a GBP 6m, a-year deal to help transform the former Millennium Dome and the surrounding area into an advanced music, sport and entertainment destination. O2 is also a sponsor of England Rugby and the official mobile partner of the Guinness Premier League. 2005 has also seen O2 strengthen its presence in sponsorship through music with Live8 and O2 Music Wireless Festival