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
O2 Money to recognise "customer service, excellence and innovation" in the UK and Irish payment industry, O2 won the Best New Prepaid Card Product of the Year and Best Prepaid Card Marketing Campaign of the Year awards, receiving judges were particularly impressed with the concept of the card. O2 Money was critically praised at the event, particularly in regard to the high profile, customer-centric campaign used to promote the service for "[blowing] away the cobwebs surrounding payment cards and [lifting] the stigma of prepaid as a product for low-income consumers." Additionally, the judges at the event were thankful to O2 for helping