O2 (UK) Telefónica O2 had a long-standing relationship with Arsenal F.C., being their shirt sponsor until the end of the 2005/2006 season. In 2005, a three-year deal was signed that saw Telefónica O2 become the team's exclusive mobile communications partner. O2 were the main sponsor of the Channel 4 reality TV show "Big Brother" from its second series (as BT Cellnet) in 2001 until its fourth series in 2003. They also sponsored the spin-off shows "Celebrity Big Brother 2" in 2002 and "" in 2003. In total O2 sponsored five series of the show. O2 sponsored music festivals, the Wireless Festivals, from
O2 (UK) greet and direct visitors. Other smaller touches include changing the lighting, carpets and seats in the arena to the colour blue. The O2 Arena was the site of the artistic gymnastics events and medal rounds in basketball for the 2012 Summer Olympics. In February 2017, in a continuation of its agreement with AEG, the developers of the site, O2 announced that it had renewed its naming rights for a further ten years. Since 2008, O2 is partnered with Live Nation and the Academy Music Group, allowing O2 to rename the music venues. The partnership allows O2 to offer customers priority