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) as were all the group's other businesses (other than Manx Telecom). The re-branding was overseen by the Lambie-Nairn design agency, which developed the idea of the company supplying services that were essential, much the same as oxygen is essential for life. The company logo and associated graphics were designed using air bubbles to present this concept. The bubbles were photographed by London-based photographer Jonathan Knowles. O2 adopted the slogan "See what you can do" in 2002 after the company's demerger from BT. The slogan was later changed to "It's your O2" in May 2006, on 10 April 2008 to "We’re