Telecommunications company Three Ireland has renewed its partnership with Dublin’s 3Arena and has pledged to invest €55m (£47.5m/$67.9m) in sponsorship and activation in the venue over 10 years.

The 13,000-seat, multi-purpose arena opened in 2008 and has staged a host of high-profile music acts in recent years, including Guns N’ Roses and U2.

Three has served as the arena’s primary sponsor since 2014. Under the new deal, it will retain exclusive naming rights and provide exclusive benefits for its customers. Perks will include presale tickets for every 3Arena show and exclusive in-venue experiences.

Robert Finnegan, chief executive of Three Ireland, said: “At Three, we focus on leveraging our leading sponsorship portfolio to bring great benefits to our customers. With 900,000 people visiting 3Arena annually, this allows us to bring real, tangible and lasting value which will enrich the overall 3Arena experience, making our customers’ time in 3Arena count through enhanced connection.

“We are delighted to be extending this sponsorship until 2028 and look forward to working with Live Nation to create Ireland’s first ‘smart’ music venue, giving Three customers, and all music fans, a unique digital and connected music experience at the venue.”

Three will also unveil the new 3Plus Lounge at 3Arena, which will provide customers with an enhanced entertainment experience as the arena strives to become a ‘smart venue’.

The 3Plus Lounge will officially launch through a connected music experience with leading Irish band All Tvvins. The performance will be streamed live from 3Arena to a 3Plus pop-up lounge on Dublin’s South William Street, as well as Three stores in Galway and Limerick.

Mike Adamson, chief executive of 3Arena and Live Nation Ireland, added: “Through our extended partnership with Three, we will bring our ambitious plans for 3Arena to life, delivering huge benefit to Ireland’s music fans as we continue to bring the best arena live entertainment experiences to 3Arena for years to come.”

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