The O2 will open in the summer of 2007 following a £600m redevelopment. Owner Anschutz Entertainment Group is to turn the dome into a music, entertainment and sports arena with a 23,000 capacity.
Stephens Francis Whitson, which won the brief following a pitch against The Communications Agency and Blac, will initially target existing sponsors, commercial prospects and special-interest groups.
Online, the agency's role will include data management and capture. As The O2's launch draws nearer, Stephens Francis Whitson will also run a series of consumer campaigns to encourage visits to the venue.
The arena, which will be located a 20-minute shuttle train ride from the site of the Olympic village in Stratford, East London, will host the basketball and gymnastics events at the 2012 Games.
The area around The O2 will house a live music club, theatre, ice rink, restaurants, cafés, bars and multi-screen cinema complex. Credit Suisse has signed up as the project's first founding partner.
AEG also plans to build a casino, subject to a gaming licence, and a 350-bedroom hotel on the site.
The arena itself, which is part of a £5bn regeneration of the Greenwich area, will house a "Tutankhamun and the Golden Age of the Pharaohs" exhibition in 2007.
Other developments will include the launch of a David Beckham Academy, a joint venture between AEG and Beckham Brand.
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