Lady Gaga to Kylie Minogue – London’s O2 signs 10-year deal after hosting pop megastars

London’s The O2 has signed a new 10-year partnership with Nordic Spirit after hosting huge talent including Lady Gaga, RAYE and Kylie Minogue at the London venue

The O2 has secured a new 10-year commercial partnership after hosting stars including Lady Gaga, RAYE and Kylie Minogue at the London venue.

The London venue has signed a new decade long collaboration with Nordic Spirit, extending the brand’s role as the venue’s official nicotine pouch partner. The agreement comes as millions continue to flock to the Greenwich entertainment complex for blockbuster concerts, comedy shows and sporting events, with stars such as Lady Gaga, RAYE and Kylie Minogue among the headline acts entertaining fans at the venue.

Nordic Spirit has previously hosted activity around major O2 shows featuring Lady Gaga, RAYE and Kylie Minogue, helping cement its presence at some of the arena’s biggest pop nights.

The O2, which says it welcomes more than 11 million visitors a year, hosts more than 200 events annually and remains one of the world’s busiest live entertainment venues.

The renewed partnership, announced this week, will also expand beyond The O2 to a wider group of UK venues operated by AEG Presents, including Eventim Apollo, indigo at The O2, University of Wolverhampton at The Halls, Watford Colosseum and the soon-to-open British Airways ARC.

Nordic Spirit first partnered with The O2 in 2019, shortly after launching in the UK market. Under the new deal, the brand is expected to continue in-venue activations and adult-only sampling. The announcement also coincides with Nordic Spirit winning the Nicotine Pouch category at the 2026 Product of the Year Awards.

Jason De Lencastre, Consumer & Brand Activation Lead Manager at JTI UK, said: “We are delighted to renew our partnership with The O2 for the next decade. Live entertainment is about shared moments and unforgettable experiences, and Nordic Spirit helps fans stay fully immersed in every performance.”

He added: “Extending our partnership with this iconic venue reflects both the success of our collaboration to date and our commitment to ensuring adult nicotine users never miss a moment of the music they love.”

Georgina Iceton, Senior Vice President – Activations at AEG Global Partnerships, said: “We’re delighted to be renewing this long-standing partnership and to be extending it across our wider portfolio of UK venues with AEG Presents.”

She added: “Our brand partners play a crucial role in amplifying the experience of every fan who walks through our doors. Ongoing relationships like this are a real testament to the continued value of live events and the opportunities that they present for brands to connect with consumers.”

The O2 has cemented itself as one of the capital’s hottest tickets in recent years, attracting some of the biggest names in music and entertainment as demand for live shows continues to soar.

Nordic Spirit is available for existing nicotine users aged 18 and over via www.nordicspirit.co.uk, major superstores and independent retailers nationwide.

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