O2 (UK) the England rugby team, and in 2003 launched a mobile video service allowing customers to download or stream video content related to the 2003 Rugby World Cup. The initial deal was signed in 1995, as Cellnet, and then renewed in 2000 as BT Cellnet. In 2005, Telefónica O2 extended their involvement in rugby union, signing a new deal with the England rugby team and the Rugby Football Union, as well as O2 rugbyclass and Premier Rugby Ltd for the English Premiership. Their latest renewal of the sponsorship was in 2016, which will run for five years until September 2021. Additionally,
O2 Money not preclude future partnerships with other banks. O2 Money has been described by Ronan Dunne, CEO at O2, as the first step in implementing NFC technology in mobile phones in the United Kingdom. The service received over 100,000 applications in the first seven weeks, making it the most successful financial card launch in the United Kingdom. Both cards were provided free and exclusive to O2 customers. A spokesman for O2 announced on 3 February 2011 the company’s plans to release a "mobile wallet" application, an NFC-powered mobile payment application for NFC-enabled smartphones in the second half of 2011. O2 has