Mobile phone operator Three Ireland has agreed to pay €55 million ($68 million) over the next 10 years for the naming rights of Live Nation’s Dublin-based, 13,000-capacity venue.
3Arena – 3Arena
Three and Live Nation have extended their partnership
Three will get its own 3Plus Lounge at the venue, which is said to offer an enhanced entertainment experience. 3Plus is the company’s award scheme for customers. Similar to O2 clients in London, Three’s customers are receiving preferential treatment during pre-sales and some in-venue perks.
O2 acquired the naming rights to the arena in 2008, when it was known as The Point Depot. The 10-year deal was worth €25 million ($31 million) and changed the venue’s name to The O2. Three bought up its rival phone operator in 2014, at which point the name changed to 3Arena.
“Through our extended partnership with 3, we will bring our ambitious plans for 3Arena to life, delivering huge benefit to Ireland’s music fans as we continue to bring the best arena live entertainment experiences to come,” said 3Arena and Live Nation Ireland CEO Mike Adamson.
Three Ireland CEO Robert Finnegan added: “With 900,000 people visiting 3Arena annually, this allows us to bring real, tangible and lasting value which will enrich the overall 3Arena experience, making our customers’ time count through enhanced connection.”
Live Nation bought the arena from the Irish government’s National Asset Management Agency (Nama) for €35 million in 2013, according to the Independent.ie.
Upcoming concerts at 3Arena include Harry Styles and the Roy Orbison hologram tour in April, and Noel Gallagher, Bryan Adams, Demi Lovato and Thirty Seconds To Mars in May. Britney Spears, Kevin Hart, Jason Derulo and the Arctic Monkeys, among many others, are scheduled for later in the year.