U.K. digital satellite broadcaster Sky has signed a five-year deal with AEG to become a brand partner for the O2 entertainment complex in London, which will include a customer reward program for VIP access to events at the venue and TV rights.

Sky - also an Internet Service Provider - will be the exclusive brand partner within the TV, home broadband and telephony categories, and joins existing partners such as Adidas, BMW and Coca Cola. As well as engaging with the O2's customers, Sky will work with AEG to bring some of the O2's events to the screens of Sky viewers.

The customer reward programme will include VIP access to events, exhibitions and screenings across the O2 complex, which includes the 23,000-capacity O2 Arena.

Sky, which has 9.4 million subscribers, expects to fully integrate its brand experience into the O2 by early 2010. All screens within the arena will be converted to HD and used to demonstrate the Sky+ HD service and Sky's forthcoming 3D TV service.

"The O2 has created a unique position as a leader in live events and there are clear synergies with Sky in terms of our entertainment credentials," said Brian Sullivan, managing director of Sky's Customer Group, in a statement. "Thanks to the venue's scale of reach, we are working with AEG to create a number of branding, demonstration and customer engagement opportunities that no other single entertainment venue can offer. We will use this relationship to both engage new audiences and reward our valued customers."

Paul Samuels, executive director, Sponsorship at AEG Europe, added: "I am thrilled that Sky has come on board as a founding partner of the O2. We will work side by side with Sky to ensure they achieve all their objectives from the partnership. As with all our partners we strive to create innovative ideas and branding opportunities that go above and beyond 'traditional' sponsorship."