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
Power Corporation of Canada in 2000 with the acquisition of Canada Life, Mackenzie Financial and Putnam Investments. Power Corporation owns 100% of Square Victoria Communications Group and 65.6% of Power Financial Corporation. While it was originally established as an electric utility holding company, the company became a conglomerate with major interests in the finance industry, as well as interests in other business sectors such as communications and renewable energy. The Co-Chief Executive Officers are Paul Desmarais, Jr. and André Desmarais. As a holding company, the officers run the companies through the various Boards. Responsible management has long been a corporate value at Power Corporation.