From January 1 2009, all Acedemy Music Group (AMG) venues will be renamed O2 Academies in a venture which O2 claims will enhance the concert experience for millions of music fans.
O2's sponsorship deal with Live Nation/AMG means that iconic music venues like the Brixton Academy and the Shepherds Bush Empire will be renamed as O2 Academy Brixton and O2 Aacdemy Shepherds Bush.
As with the hugely successful O2 Arena in Greenwic, O2 customers will be able to enjoy benefits like fast tracks entry and areas will be created for O2 customers to relax with their guests. O2 says it will also have first option to exclusive live content from O2 Aacademy gigs and much of this will be downloadable to O2 handsets.
O2 will also be working with AMG to develop technologies like mobile ticketing.