'The Co-operative presents The British Music Experience' deal marks the first title sponsorship of the venue, which launched at the O2 last year.
To coincide with the announcement the company has today (8 July) launched a marketing campaign designed to engage with a younger audience than previous traditional Co-operative advertising.
The activity, which will initially be seen throughout the O2 arena as well as across print and outdoor, includes a series of five tongue-in-cheek stories featuring musical characters, "the Superfans", going about their daily shop.
The ads show the Superfans enjoying a shopping "experience" to the bemusement of other shoppers and shop assistants.
Throughout the three-year deal The Co-operative also plans to roll out digital and experiential activity, PR, and in-store promotional activity.
The sponsorship deal has been activated by sponsorship agency, Generate, with the marketing activity created by Dinosaur.
Patrick Allen, marketing director at the Co-operative, said: "The new partnership with The British Music Experience aligns with our commitment to inspiring young people and creates excellent opportunities for us to engage with a younger audience, as well as enabling The Co-operative to explore new territories through this creative execution."
The partnership was announced at a launch event at the venue today, with an exclusive gig by Alex Kapranos, singer and guitarist of indie band Franz Ferdinand.
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