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
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,