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 screen-size, in London, and the sixth largest screen in the UK. It uses the vista ticketing system, where tickets can be purchased from any stall selling refreshments. Cineworld began operating the cinema, taking over from Vue in 2010. Fast food outlets have been banned from the development as the theme is 'aspirational but accessible', trying to avoid it being seen as a shopping centre but more like Covent Garden. Announced in 2011, Up at The O2 officially opened on 21 June 2012. It involves an expedition across the roof of The O2 along a 190m long tensile fabric walkway. Halfway,