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 (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