Inside Track

Time to dial Three for the O2

7th September, 2014
Mike Adamson, chief executive, Live Nation and Robert Finnegan, chief executive, Three Ireland, at the renaming announcement of the O2 to 3Arena.

The O2 is no more, and the Point Theatre is becoming a distant memory. Last week, the venue at the centre of Ireland’s very first naming rights deal was renamed the 3Arena, in keeping with the €850 million acquisition of O2 by Three Ireland last year.

The ten-year sponsorship of the Point by O2 began in December 2008; it is approximately half way through the contract.

The sponsorship was incredibly effective for O2, which...

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