The O2 venue, rebranded The O2, was reopened to the public on 24 June 2007 with a concert by Bon Jovi in the arena. The O2 celebrated its first year with a book, including a double page picture of Elton John from his September 2007 "Red Piano" show. Prior to this reopening, other events took place, including a soft opening for residents of the area to explore the entertainment district and an opening for staff called "The O2 Premiere" which featured Peter Kay, Tom Jones, Kaiser Chiefs and Basement Jaxx. An event called "Out of the Blue" featuring circus acts also took
The O2 in 2006. As part of the investment programme, naming rights were sold to O2 plc, and 'The O2' became the official name of the project on 25 May 2005. The £6 million per year deal between O2 plc and AEG included priority tickets and reserved VIP accommodation for O2 mobile customers. The service was also made available to premium ticket holders. O2 plc started talks with AEG in 2005 to have its logo and branding placed on the roof of the dome, but this did not take place. AEG have constantly stated that they wish to abolish the 'Dome' name