Colorline Becomes Another O2

Telefónica O2 Germany has won the branding rights for the former Colorline Arena in Hamburg, the fifth European venue to be named after the telecom giant.

“For many years now, our companies have been working together in a fantastic partnership,” AEG president and chief exec Tim Leiweke said in a statement. The arena joins a list of O2s that also includes London, Dublin and Prague.

O2 has also had a massive presence in the UK since November 2008, when Academy Music Group renamed its Carling venues and – apart from The O2 in London – gave it O2 Academies in cities including Birmingham, Bristol, Glasgow, Liverpool, Newcastle, Oxford, Sheffield, Leeds and London.

“Two and a half years ago, we bought the arena with the objective of starting out into a new era with a new partner in Hamburg,” said AEG Germany chief Detlef Kornett. “From the start, it was O2 we wanted to have as our partner here. In Germany and abroad, both our companies are known for their highly successful collaboration.”

The deal gives O2 the naming rights for 10 years and its customers will benefit by being able to access tickets for sold-out shows and avoid queuing to get into the venue by using the fast-track Blue Lane entrance.

Hamburg will be a major advantage to the O2 Crew, as the entertainment community for O2 customers and their friends will benefit from a wide range of special offers.

In the coming weeks the venue will be upgraded in technical terms and there are plans to begin an annex to the building by the end of the year.