Belfast's Odyssey Complex to Become 'The O2 Belfast' in Major Rebranding Deal
Belfast's landmark Odyssey entertainment complex is set for a major transformation, with the entire site — including the 11,200-capacity arena, the W5 science centre, and the home of the Belfast Giants ice hockey team — to be rebranded as 'The O2 Belfast' from 1 July 2026 under a new 10-year naming rights partnership with telecommunications giant Virgin Media O2.
The Odyssey Trust announced the multi-year deal, which mirrors the successful O2 branding of the iconic Greenwich venue in London, positioning Belfast's premier entertainment destination alongside one of the UK's most recognisable live event brands. The partnership will make The O2 Belfast the 22nd venue in the O2 network across the UK and Ireland.
Background
The Odyssey complex, located on the banks of the River Lagan in Belfast, has been one of Northern Ireland's most popular entertainment destinations since it opened in December 2000. The £120 million Millennium Project includes the arena, the W5 interactive science and discovery centre, and Odyssey Place, which houses a cinema, bowling alley, and restaurants. The arena has hosted a wide array of events, from concerts by international artists to major sporting events including UFC and WWE, and has been the home of the Belfast Giants ice hockey team since 2001.
Belfast's tourism and entertainment sector has undergone a remarkable transformation in recent decades. The city attracted 1.7 million overnight visitors in 2023, up from just 400,000 in 1999, with tourism now contributing over £500 million to the local economy annually. Key attractions including Titanic Belfast, the Cathedral Quarter, and a thriving food scene have all contributed to the city's growing appeal as a world-class destination.
Key Developments
The 10-year partnership with Virgin Media O2 will see the entire Odyssey site rebranded under the O2 name from 1 July 2026. O2 will also become the title sponsor of the Belfast Giants, further deepening the brand's association with the complex. The deal promises a range of benefits for O2 customers, including Priority Tickets offering early access to event tickets — a feature that has proven popular at other O2 venues across the UK.
Virgin Media O2 has also committed to enhancing connectivity at the site with the deployment of its own fibre network, O2 WiFi, and 5G coverage — a significant upgrade for a venue that hosts tens of thousands of visitors each year. The rebranding follows a period of significant investment in the Odyssey complex and comes as Belfast continues to develop its profile as a major destination for live entertainment and tourism.
The O2 venue network, operated in partnership with the Academy Music Group and Live Nation, is a major force in the UK's live music scene. The network was formed in 2008 and includes iconic venues such as the O2 Academy Brixton in London and the O2 Academy Glasgow. The addition of The O2 Belfast strengthens the network's presence across the island of Ireland for the first time.
Why It Matters
The O2 branding brings Belfast's entertainment complex into a prestigious national network of venues with immediate brand recognition for touring acts, promoters, and audiences alike. For Belfast residents and visitors, the rebranding signals continued investment in the city's cultural infrastructure and should enhance the venue's ability to attract major touring acts and events that might otherwise bypass Northern Ireland. The 5G and connectivity upgrades will also improve the experience for the tens of thousands of fans who attend events at the arena each year.
Local Impact
For Belfast, the O2 deal is more than a name change — it is a statement of confidence in the city's future as a live entertainment destination. The arena is a cornerstone of the city's night-time economy, supporting hundreds of jobs in hospitality, security, and event management. The Priority Tickets scheme will benefit O2's substantial customer base in Northern Ireland, while the 5G rollout at the venue will provide a showcase for next-generation connectivity in the city. Local business groups have welcomed the deal as a boost to footfall in the Titanic Quarter and the wider east Belfast economy.
What's Next
The rebranding will take effect on 1 July 2026. Further details of the partnership, including new programming and infrastructure investments, are expected to be announced in the coming weeks. Full details of the deal are available from BBC News Northern Ireland, and context on Belfast's tourism growth is available from M&IT.
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