Steve Sayer
Senior Vice President
& General Manager | The O2

Steve Sayer has spent a decade at The O2 Arena in London, the last six as its vice president and general manager.

The iconic building, which opened in 2007, is the big must-play in one of the world’s great cities, but with Sayer at the helm, it never rests on its laurels.

This year, AEG Europe rolled out The NinetyThird by Qatar Airways, a £7 million ($9 million), 300-person members club checking in at nearly 3,800 square feet. Launched during a performance by Depeche Mode, the eye-catching highlight is a 25-foot retractable walkway extending out 70 feet over the crowd below, built in partnership with a shipbuilding company specializing in telescopic gangways.

“It is the first of a number of capex investments that we have planned to ensure that The O2 remains the market leader for fans, bands and brands. … It boasts uninterrupted views from every seat, and elevates the premium hospitality experience … and reimagined fine dining,” Sayer said in a previous interview. “Members get access to over 200 events a year at this new industry-leading space, which we’ve been working on for over five years.”

The O2 is among market leaders in mini-residencies and 2024 featured a plethora: The 1975, D-Block Europe, Olivia Rodrigo, Take That, The Killers, Girls Aloud, Liam Gallagher and comedians Peter Kay and Michael McIntyre were among those who played four or more shows at the venue in 2024.

“There seems to be a consistent theme of artists playing multiple nights at the venue, and the great thing about doing them at The O2 is that due to the space we have, we can explore various possibilities which ultimately results in an enhanced fan experience – something that is a big priority for us,” Sayer said. “Whether it be a takeover of our advertising boards, themed entertainment in public spaces, dressing the venue appropriately, or a complete artist takeover, and activations through management, we like to be flexible and want the excitement of a residency to not just be in the arena, but to be felt across the site, which enables both the fan and artist to feel part of something big.”

In addition to innovations in premium spaces and multi-night booking, The O2 also pushes the envelope in green initiatives. The 1975 shows were carbon-removed and the building focuses on sustainability by refusing to purchase food shipped by air freight, removing beef from the menus, moving to reusable cups and flatware and going fully LED for lighting.
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