As all the marketing students out there will know - the best way to persuade people to buy your mobile phones is to stick your logo onto the side of, erm, the most laughed at building in the country. No? Perhaps we're just missing the point. Anyway, O2 yesterday announced a six million pound marketing deal with the Anschutz Entertainment Group which will see them sponsor the new music and entertainment venue complex being developed in and around London's wonderful-yet-so-far-useless millennium dome.
The dome has stood empty ever since the end of 2000 as different companies investigated possible permanent uses for the site. AEG finally acquired it, promising to transform it into an entertainments arena. More details of that project were revealed yesterday as the O2 deal was announced. AEG bosses are promising a range of facilities and venues within the complex, including a 23,000 capacity arena, 2000 capacity club and an "entertainment district" with numerous bars and shops. In light of the sponsorship arrangement, the site will be called The O2.
AEG Europe boss, Tim Leiweke, told reporters the revamped dome would include a top quality venue that would be "unlike any other venue in the world", explaining: "We have long been fascinated with London and Britain as the heart and soul of live music. But we are amazed that Britain does not have a world-class events facility. Unlike other arenas the O2 will be designed for music, offering great acoustics for the performers and modern facilities for the fans".