THE CIRCLE REMAINS UNBROKEN: O2 branding is everywhere at the complex. (Courtesy The O2)
The O2’s naming-rights deal for the arena became a pioneering sponsorship in the U.K.
The intriguing story behind the O2 London development extends to the cell phone carrier that acquired the arena’s naming rights. The deal represented one of Europe’s first comprehensive marketing programs tied to the title sponsor of a sports and entertainment facility.

In 2002, O2 entered the international market as a...

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