Millennium Dome the dome's new owners, the Anschutz Entertainment Group, to a design by HOK SVE and Buro Happold. It cost £600 million, and the resulting venue opened to the public on 24 June 2007, with a concert by rock band Bon Jovi. During the 2012 Summer Olympics, the artistic gymnastics events, along with the medal rounds of basketball, were held at The O2. It also held wheelchair basketball events during the 2012 Summer Paralympics. For sponsorship reasons, during those times the arena was temporarily renamed the North Greenwich Arena. Issues related to the Dome damaged Peter Mandelson's and John Prescott's political
Rebranding Rebranding can be applied to new products, mature products, or even products still in development. The process can occur intentionally through a deliberate change in strategy or occur unintentionally from unplanned, emergent situations, such as a "Chapter 11 corporate restructuring," "union busting," or "bankruptcy." Rebranding can also refer to a change in a company/ corporate brand that may own several sub-brands for products or companies. Rebranding has become something of a fad at the turn of the millennium, with some companies rebranding several times. The rebranding of Philip Morris to Altria was done to help the company shed its negative