Odyssey complex becomes The O2 Belfast under Virgin Media O2 naming deal

The Odyssey entertainment complex in Belfast will be rebranded as The O2 Belfast following a 10-year naming rights agreement between Virgin Media O2 and the Odyssey Trust.

BBC reported that the deal replaces existing sponsorship from SSE plc, which currently holds naming rights for the arena until July 2026.

The agreement also extends beyond venue naming to include sponsorship of the Belfast Giants, further integrating sports marketing assets under the same commercial partnership.

Paul McMahon, chief executive of the Odyssey Trust, said: "We are delighted to welcome O2 as the site's new naming rights partner of The O2 Belfast."

This partnership positions the venue within a wider network of 21 O2-branded music venues across the UK, strengthening integrated sponsorship and live entertainment marketing opportunities.

For sponsors, the deal demonstrates continued convergence between venue naming rights and sports property activation in the UK and Northern Ireland market.

The sponsorship also includes alignment with the Belfast Giants ice hockey franchise, which operates from the arena and serves as a key commercial activation platform for the partnership.

Virgin Media O2 continues to expand its UK venue portfolio through long-term naming rights agreements across major entertainment and sports assets.

The Odyssey Trust operates the wider complex, which also includes the W5 science centre and adjoining entertainment and cinema facilities, positioning the site as a multi-use commercial and cultural hub.

The deal reflects ongoing growth in experiential sponsorship models across UK entertainment venues, where naming rights are increasingly tied to integrated digital and live activation strategies.

Read the complete details on Virgin Media O2’s 10-year naming rights agreement, the rebranding of the Odyssey complex, and the commercial implications for venue and sports sponsorship across Northern Ireland.