BMW UK has joined forces with AEG to become the official automotive partner with the new O2 Arena in London.

The O2, which used to be the Millenium Dome, will host live music, sports and entertainment events.

When it opens in June, The O2 will feature BMW branding and signage as well as allowing BMW to showcase its latest products at the venue. BMW is also the title sponsor of the VIP entrance and walkway as well as a welcome feature in the main Entertainment District.

The deal, which will run for three years, primarily involves the BMW brand, with Mini and BMW Motorcycles featuring at specific events.

BMW will host dealer and customer events as well as benefiting from hospitality opportunities. The venue is expecting to attract five million visitors in its first year.

Paul Andrews, general manager, marketing services at BMW said: “BMW UK is both proud and excited to be a founding partner of The O2. I am convinced the venue will be an incredible success and offer premium levels of entertainment and hospitality. AEG’s ambitions for The O2 mirror BMW’s goals – to be appealing to consumers looking for the ultimate experience.”