Mobile operator mmO2, formerly known as BT Cellnet, has signed a deal with Arsenal football club to kick off its rebranding effort.
The company has signed a four-year shirt sponsorship deal with the North London club, starting next August.
The deal is thought to be worth as much as £10m, and terms will be reviewed at the end of the first two years.
mmO2 will pay a per-season fee to Arsenal, plus a split of income from jointly branded interactive multimedia goods.
The company hopes that sports sponsorship will help to reinforce its new 'European' image. mmO2 also incorporates Via Intercom in Germany, Telford in the Netherlands and Digifone in Ireland.
This is not the first time Arsenal has agreed shirt sponsorship with a consumer electronics company. But mmO2 must hope for greater success than its predecessor - Sega's now-defunct Dreamcast console.
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