O2 has renewed its deal to sponsor music venues across the UK, and said it plans to introduce technology that can track the amount of calories burned by the audience.
The partnership with Live Nation and Academy Music Group will give O2 naming rights to 19 venues for a further 10 years, extending a deal in place since 2008.
The deal will double the number of tickets available through Priority Tickets, which gives O2 customers access to tickets 48 hours before general release, and sees subscribers continue to receive perks such as fast-track entry, cloakroom facilities and drink offers.
In addition, O2 will install a system to monitor crowd activity. The technology is capable of analysing audience movements to ascertain information such as the number of calories burned and noise generated by the audience, offering insights about the most popular moments of a live event.
The information will be used by O2 to provide a free, sharable "digital memento" to audience members about their experience at the show, as well as shared with artists to help them gauge fans' reactions to material and gauge the most popular songs.
The system has already been successfully trialled by the operator.
O2 will also continue to provide free Wi-Fi in the venues.
Nina Bibby, CMO at O2 said: “We know our customers love live experiences and O2 Academy venues are a huge part of the UK’s live music scene which is why we’re extremely pleased to be continuing our longstanding relationship with both Live Nation and Academy Music Group.”