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,
The O2 sound and security technology, including RFID smart card tagging of staff and VIP guests, and digitally managed sound. There are four computer server rooms to provide this technology. The complex is also covered by CCTV and security personnel. Arena visitors and their bags are screened with X-ray machines and metal detectors at the main entrance. The O2 Arena (referred to as the North Greenwich Arena for the 2012 Summer Olympics and Paralympics) is a 20,000 capacity venue, primarily used for live music. It is located at the centre of The O2 and is the first American-style, multi-purpose arena in London.