The O2 Arena

London, UK

The O2 Arena thumbnail

In July 2007, ISG was appointed by AEG (Anschutz Entertainment Group) to create, sell, and manage a new premium seating product at The O2 arena.

This incredible venue opened in June 2007 and had many exciting elements to it: An incredible line-up of international events (i.e. Bon Jovi, Prince, Justin Timberlake, Led Zeppelin, NBA Basketball), a live music club (indigO2), an 11 screen multiplex cinema, exhibition centre (The O2 bubble), and an entire street of bars, restaurants, and leisure attractions (Entertainment Avenue).

This new premium product was called The VIP Club. The initial task for ISG was to research the marketplace to understand what it wanted in terms of event access, transport, catering and other 'VIP' benefits.

This research resulted in an exciting new offering that allowed customers (both corporate and personal) to select the events that they wanted to attend.

A team of six executives then sold this product with very impressive results. By December 2008, the ISG team had raised total contracted revenue of £6 million against an initial target of £3.5 million.

From this experience, AEG and ISG enjoy a strong working relationship that we look forward to continuing around the world in the future.

The O2 Arena website.

View All Projects

Key Services

About ISG

Site Settings thumbnail

ISG is the market leader in forecasting and maximising revenue from seating in stadia and arenas, and enhancing the spectator experience. ISG's uniquely experienced senior executive team has been responsible for generating more than $2 billion in revenues at more than 15 projects.