Sponsorship
On 6 November 2008, it was announced that Telefónica Europe (owners of the O2 network in the UK) had become the new sponsor of all Academy venues, in a deal with music promoter Live Nation. The deal, which lasts for five years, sees all venues rebranded "The O2 Academy", in line with Telefónica's purchase of the Millennium Dome (now The O2).
Read more about this topic: O2 Academy Newcastle