The O2 Belfast has opened the O2 Blueroom, a new exclusive pre-event space for Priority members at all arena events and Belfast Giants home games. The opening, on the first night of Westlife’s 25 Years of Hits anniversary world tour, is designed to make the premium experience begin from the moment guests arrive.

Priority is O2’s loyalty platform, available to all O2 customers at no extra cost. Members and up to three guests enter through a dedicated VIP entrance, then use a private bar with a dedicated food and drink menu, a photo booth and comfortable seating before their event.

The structural driver is O2’s 10-year naming rights agreement with The Odyssey Trust, which began in July 2026 and centres on a shared ambition to enhance the guest experience. O2 has also deployed new mobile network infrastructure in the arena to give a more reliable, higher-capacity connection, even at sold-out events.

At selected events, the Blueroom will host local DJs and musicians for live sets, as well as bespoke activations. This gives local talent a platform at what the company describes as Northern Ireland’s premier live entertainment destination.

“Our partnership with O2 is about looking at how we can continue to provide the best experience every time for the people coming through our doors,” said Claire Cosgrave, Director, Arena and Experience at The Odyssey Trust. “It’s exciting to see another part of that partnership come to life with the opening of the O2 Blueroom.”

Entry is first-come, first-served. Priority members download the Priority app, redeem an O2 Blueroom code for the relevant event or game and show it to staff on arrival.

The O2 Belfast is operated by The Odyssey Trust, the charity that oversees Northern Ireland’s Landmark Millennium Project in Belfast’s Titanic Quarter, and its arena holds up to 11,200 people. O2 is part of Virgin Media O2, a 50:50 joint venture between Telefónica and Liberty Global that reported revenue of around £10.1 billion in 2025.

For the sector, the opening reflects venues and telecoms brands using loyalty benefits to extend customer experience from ticketing to the pre-event arrival moment.

Source: Virgin Media O2 / Business Eye / Music Week