The 3Arena is to remain so named for at least another decade after an agreement was reached between Three Ireland and Live Nation, the owners of the venue.
The deal is believed to be worth around €55 million over the next ten years and will include a new 3Plus Lounge at the venue as well as continued pre-sale and customer loyalty offers.
The 13,000 capacity venue will host U2 for two concerts later this year, as well as Harry Styles, Madness, Arctic Monkeys, Britney Spears, Jason Derulo and many more in the coming months.
It is also a regular sporting venue with Boxing, MMA and Darts all appearing on a regular basis.
The finals of the Three sponsored EStars League in eSports will take place there next month.
The 3Plus Lounge is expected to provide new levels of engagement with fans through turning the venue into a fully ‘connected’ experience.
“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 connectivity,” said Robert Finnegan, chief executive of Three Ireland.
“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,” added Mike Adamson, chief executive of 3Arena and Live Nation Ireland.