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) better, connected", in 2013 to "Be more dog", and in 2016 to "More for you". All of O2's marketing campaigns to date have been created by London advertising agency VCCP. "O2 Priority" offers benefits to customers including early access to tickets for events at the O2 Arena and O2 Academy venues. "O2 Refresh", introduced in 2013, splits monthly billing into two parts so customers pay for their device (phone or tablet) separately from their airtime. From 2017, customers can change their airtime tariff up or down, once a month, during the first 24 months of their contract. O2 currently sponsor