Live Nation's Academy Music Group venues to be rebranded by O2

Live Nation's Academy Music Group (AMG) has teamed up with mobile behemoth O2 to rebrand all of its music arenas as O2 Academy venues.

The O2
The O2

All 11 AMG venues will be renamed O2 Academy from 1 January 2009 with O2 customers benefiting from priority ticket access to gigs and other Live Nation events across the UK.

These venues, which are currently known as Carling Academy followed by the area prefix will become the O2 Academy Brixton; O2 Academy Islington; O2 Academy Birmingham; O2 Academy Bristol; O2 Academy Glasgow; O2 Academy Liverpool; O2 Academy Newcastle; O2 Academy Oxford; O2 Academy Sheffield; O2 Academy Leeds; O2 Shepherd's Bush Empire.

O2 Academy venues are majority owned by Live Nation with shareholders Metropolis Music and SJM Concerts.

"We intend this partnership to take O2's position in live music to new heights and allow us to market our concerts and artist-related products to millions of O2 customers and drive incremental ticket sales," said Live Nation music marketing partnerships international president Simon Lewis.

Telefonica O2 UK chief executive Ronan Dunne added: "Our customers tell us that they really value having priority access to tickets at the O2, so we want to bring this benefit to even more customers."

O2 will have first option to exclusive live content from O2 Academy gigs and will work closely with the artists to make this content available for download to mobile handsets.