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) access to all events at O2 Academy venues as well as Live Nation promoted events across the United Kingdom. The partnership was renewed in 2017 for a further ten years. O2 customers receive 48-hour pre-sales access to approximately 4,500 events each year as well as perks at the venues themselves. Perks include O2 Academy Angels in the venue with giveaways; a warm-up bar with bespoke music themed furniture and games, free artist content bluetoothed to customers phones and live experiences such as mobile phone "tattooing". O2 Academy venues: In February 2009, O2 became the first mobile telecommunications provider to be