Background to development.

Some of the land is already being developed for offices and shops. The David Beckham Academy football school has already been developed on the Greenwich Peninsula. Some of the land around the dome is being reserved for possible extended developments for The O2, including a hotel, although the building of much of the extended development depends on how much investment can be made by AEG (See below section about possible future developments for details). Ravensbourne College of Design and Communication, a specialist art & design institution currently located in Chislehurst, is having a new campus built immediately adjacent to The O2. This is due for occupation in September 2010. The development of the whole Greenwich Peninsula area is likely to cost 4 billion pounds.
As part of the investment programme, naming rights were sold to O2 plc; and 'The O2' became the official name of the project on 25 May 2007. The £6 million a year deal between O2 plc and AEG also included priority tickets and reserved VIP accommodation for O2 mobile customers. The service was also made available to premium ticket holders. O2 plc started talks with AEG in 2005 to have its logo and branding placed on the roof of the dome. As of yet, this has not been confirmed. Anschutz Entertainment Group have constantly stated that they wish to abolish its name as 'The Dome' due to its bad reputation as a failed project, being tagged as 'The White Elephant. Since its opening, there have been signs of the press and public calling it The O2. It is currently the largest entertainment district in London. To mark its opening, AEG spent £6.5 million on a mass advertising campaign, led by VCCP, throughout Europe to promote The O2; they are also partnered with and sponsored by ADT, AOL, NEC, Credit Suisse, InBev UK, BMW, Nestle, Pepsi Max and Vivitar.
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