Nissan in the UK has announced that is has become the ‘Official Automotive Partner’ for ‘The O2’, a London-based entertainment and events venue.

The three-year deal sees Nissan become The O2’s (formerly ‘the dome’ – built in London’s Greenwich district to mark the new millennium) exclusive automotive partner with extensive branding rights across the whole of the 20 acre site and will include the creation of a Nissan Brand Centre, opening July 2010.

The brand centre will be used as the communications hub for the launch of the Nissan Leaf electric car. The Leaf goes on sale in the UK during March 2011.

Paul Willcox, Managing Director, Nissan GB said: “This O2 partnership is a first for Nissan in the UK. The O2 offers us the space, support and exposure to showcase the brand to over 7.5 million people every year and will become a focal point for an innovative and integrated strategy which will span the entire sales & marketing operation.

“Nissan is a brand on the move.  We are the biggest vehicle manufacturer in the UK; 80% of all the cars we sell are built in our factory in Sunderland.  We have an enviable model range spanning from compact city cars to legendary sports cars such as Z and GT-R.  We created and dominate the Crossover segment with the British-built Qashqai and we’re an industry leader in zero emission mobility with the launch, early next year, of the first mass-market, family electric vehicle. The O2 will give us the platform to engage with consumers on all of this activity and much more.” 

Branding and advertising across the interior and exterior of The O2 will initially focus on the new Qashqai and will move to include Nissan’s much-anticipated small crossover, Juke, in advance of its September launch.

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By GlobalData

From its July opening, the Nissan Brand Centre will focus on zero emission mobility, the launch of Leaf and will showcase innovation, running interactive programmes and activities designed to attract and engage consumers. 

Paul Samuels, Executive Director of Sponsorship at AEG Europe, added: “We’re thrilled that Nissan has become a major commercial partner of The O2. Its forward thinking brand values are aligned with ours and our 7.5 million visitors a year will offer them unrivalled exposure across the site.”

The three-year deal will see Nissan join a host of other major brands who have a founding partnership with The O2.

The O2 finished the decade as the world’s number one music venue for the third year running, selling over 2.3 million tickets to events in the arena – a record breaking figure.

The O2 deal was brokered by Manning Gottlieb OMD’s branded content division Fuse on behalf of Nissan Motors (GB) Ltd.