Three Ireland has announced a 10-year, €55 million (£48m) extension to its sponsorship deal with Dublin's 3Arena.
The agreement includes naming rights up to 2028, exclusive offers and a new 3Plus Lounge, which will provide its customers with an enhanced entertainment experience, as well as a number of digital innovations, evolving the arena in to a smart venue.
Robert Finnegan, CEO, Three Ireland said, “At Three, we focus on leveraging our leading sponsorship portfolio to bring great benefits to our customers. 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 in 3Arena count through enhanced connection.
“We are delighted to be extending this sponsorship until 2028 and look forward to working with Live Nation to create Ireland’s first ‘smart’ music venue, giving Three customers, and all music fans, a unique digital and connected music experience at the venue.”
The Live Nation-owned 13,000-capacity venue has been sponsored by Three since 2014.
Mike Adamson, CEO of 3Arena & Live Nation Ireland, added, “Through our extended partnership with Three, 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 3Arena for years to come.”
Upcoming shows set to take place at the venue include Harry Styles, Noel Gallagher, Demi Lovato, Roger Waters, Britney Spears and Arctic Monkeys.