The O2 in Dublin has been renamed as the 3Arena, following Three's acquisition of O2.
There was uproar back in 2008 when, following renovations, the arena was renamed from the Point Depot to the O2, in a €25 million naming deal that was set to last for 10 years. However, it is hard to imagine that punters will feel the same attachment to the O2 name.
A crane remove the O2 sign from the arena yesterday and the new name was announced today. Three plans to hold an event from 10-13 September to celebrate the new name. 3Arena Illuminated will feature animation and words projected onto the arena for four days and music fans' memories will be shared on Three's social media channels.
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Live Nation owns the venue which has a capacity of 13,500 and hosts over 100 gigs every year.
Three CEO Robert Finnegan said, “Three is delighted to formally announce our involvement with music with the naming of 3Arena – Ireland’s number one entertainment venue.
“3Arena is a very important sponsorship asset for Three as it demonstrates our commitment to brand investment and customer loyalty - another step in the integration of two great businesses.”
Three customers will be able to benefit from pre-sale tickets and dedicated bars, similar to the previous set-up for O2 customers.