O2 (Ireland) fixed line and mobile services are branded as movistar. In January 2009, it was revealed that Ireland was nearly the most profitable market in the world for multinational mobile operators like O2. On 23 March 2009 Vodafone and O2's parent company Telefónica announced a deal to share their existing networks in Ireland and rollout future infrastructure jointly. On 6 April 2011 it was announced that Telefónica O2 Ireland and Eircom had agreed a new network sharing partnership. On 24 June 2013, it was announced that Hutchison Whampoa would acquire Telefónica's Irish mobile operations for €780 million, to be merged into
American Outdoor Brands Corporation in 2016. The name change took effect on the first business day of 2017. The change occurred at a time when the firearms industry was receiving backlash over gun violence in America, and so was also seen as an attempt to disassociate itself from the negative repercussions surrounding the issue. In 2017, firearms accounted for 86% of AOBC's revenues, and the company shipped 420,000 long guns. American Outdoor Brands also owns Battenfeld Technologies, Taylor Brands (a knife and tool maker bought in August 2016 for $95 million), and Crimson Trace (an electro-optics business which it bought in August 2016 for