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) of MVNO networks Tesco Mobile and Giffgaff. To apologise for this, O2 announced that it would be giving hundreds of thousands of its customers compensation for the issue. Pay monthly customers received a 10 per cent discount on their bill whereas Pay As You Go users received a 10 per cent refund on their first top up in September. On 24 November 2014, it was reported that BT were in talks to buy back O2, while at the same time BT confirmed that it was also in talks to buy EE. BT subsequently entered into exclusive talks with EE. On