O2 ; O2 Stadium: A New Blueprint for Sponsorship
O2 has taken the former Millennium Dome from a national joke to a national treasure, and made it the most popular music venue in the world. But what really sets The O2 apart is that it sets a new blueprint for effective sponsorship. By following four principles of success – putting customers first, being integral to the business, breathing rather than badging, and demonstrating accountability – the sponsorship has achieved greater, and more demonstrable effectiveness for the business. Based on projected incremental new customers over the expected lifetime of the communications, the ultimate contribution to profit will be £639m, giving an ROMI of 14.5:1.