Under the terms of the deal with the venue's owner, AEG, Sky becomes The O2’s exclusive TV, home broadband and telephony brand partner alongside other founding partners such as Adidas, BMW and Coca-Cola.
The deal will give Sky advertising space in the venue as well as branding opportunities throughout, including the 3D cinema and cutting-edge bar and hospitality areas.
All screens in the venue will be converted to high definition and will broadcast the Sky+HD service, and demonstration facilities will be provided for consumers to try out the broadcaster’s products.
In addition, Sky will also launch a customer reward programme that will include VIP access to events, exhibitions and screenings across the venue. It will also be able to air live O2 events on TV and online.