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) their inception in 2005 until 2008. O2 is the sponsor of The O2 in London. Since its launch in 2007 the Millennium Dome has been transformed and rebranded by O2 into an entertainment venue. O2 customers can get "Priority Tickets" up to 48 hours before they are released to the general public. The O2 offers exclusive areas for O2 customers, including the "blueroom" bar and the "O2 lounge". Once inside, O2 customers can change their experience of these areas by dictating the wallpaper designs and jukebox requests through text. O2 also contributed 'O2 angels', a team of people trained to