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 (Ireland) their bills on time in August 2008. The Advertising Standards Authority upheld complaints concerning advertisements by O2. In August 2010, O2 was warned by the telecoms watchdog, ComReg, that it could not move customers to online billing without their explicit agreement. In March 2011, O2 pleaded guilty to a breach of the Data Protection Act at the Dublin District Court. In March 2011, it was revealed that Denis O'Brien made payments to the Minister for Communications, Michael Lowry, to aid Esat Digifone's licence bid. O2 (Ireland) Telefónica Ireland was a broadband and telecommunications provider in Ireland that traded under the