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 in October 2018, completes the loop of The O2, adding an extra floor in parts and providing space for 85 stores. Brands that have signed deals to take space include handbags maker Aspinal of London, Calvin Klein, Hackett, Ted Baker, Gant and Levi’s. In late 2007, Marine engineering consultancy, Beckett Rankine, were appointed to investigate the possibility of a cruise ship terminal being built. In 2012 it was reported that the O2 would be sold by its owners, Anschutz Entertainment Group (AEG), as part of the disposal of the entire company's assets, rumoured to be valued around $7 billion. The