Operator’s deal with Premier League club expires on July 31 and will not be renewed
O2 will end its sponsorship of Arsenal at the end of the month, to allow it to focus on its other deals with England Rugby and the O2 music venues.
Mobile News reported in December the deal, which is believed to have originally cost the network around £3 million per year plus a revenue share, was up for review. The association with the Premier League Club began in 2002 with O2 initially shirt sponsors then club sponsors.
During the 10 year deal, O2 has given away home shirts to new customers, supplied the club’s fan services through Arsenal Mobile and held competitions to watch the squad train and meet players and coaches.
A spokesperson for O2 said: “Our current sponsorship agreement with Arsenal Football Club ends on July 31 2012 and we have chosen not to renew our partnership. O2 has been a sponsor of Arsenal since the launch of the O2 brand in 2002.
“Over the last 10 years we have shared a great relationship with Arsenal, first as shirt sponsors and then as the exclusive mobile communications partner. During this time our focus has been on raising brand awareness and rewarding our customers in fun and engaging ways such as match day experiences and exclusive competitions.
“However as with all our sponsorship agreements we continually review them to ensure they offer the best opportunity for both our business and our customers. We made the decision not to renew our Arsenal partnership to enable greater focus on our existing sponsorships such as The O2, O2 Academy venues and England Rugby.”