The world’s busiest music arena launches The LEVEL by Aldar as part of its continued commitment to innovation and enhancing the fan experience;
Aldar becomes Principal Partner and Official Real Estate Partner of The O2.
The O2, owned and operated by AEG International, has today announced a significant investment in the future of premium live entertainment with the launch of The LEVEL by Aldar, a new hospitality experience designed to meet growing demand for elevated event experiences at the world’s busiest music arena.
The launch comes as demand for premium experiences at The O2 continues to grow, increasing by 49% since 2022, with a further 16% year-on-year rise in 2025. Reflecting a broader shift in consumer behaviour, audiences are increasingly seeking enhanced hospitality, exclusive access and personalised experiences that extend beyond the performance itself.
As The O2 approaches its 20th anniversary in 2027, The LEVEL by Aldar forms part of a wider programme of investment to ensure the venue continues to evolve alongside changing fan expectations and remains at the forefront of the global live entertainment industry.
Designed to make premium experiences accessible to more fans, The LEVEL by Aldar will transform 12 existing suites into a hospitality destination for approximately 280 guests, combining premium seating, exclusive lounge access, curated food and drink offerings, and enhanced service.
Steve Sayer, Senior Vice President and General Manager at The O2, said: “The O2 has led the live entertainment industry for almost 20 years, and we have no intention of standing still. As fan expectations continue to evolve, so too must we.
“Demand for premium experiences has grown significantly in recent years, and The LEVEL by Aldar is a major investment in meeting that demand. More than that, it’s about ensuring we continue to offer world-class experiences that enhance every visit.
“As we look ahead to our 20th anniversary and beyond, we’re committed to maintaining our position as the world’s leading live entertainment destination by continuing to innovate, invest and raise the standard for what fans can expect.”
The launch follows Aldar, one of the Middle East’s leading real estate developers, becoming the naming rights partner for The O2’s latest premium hospitality space, in a deal brokered by AEG’s Global Partnerships division. As the first major activation under the partnership, The LEVEL by Aldar further strengthens The O2’s premium offering and reflects the venue’s ongoing commitment to innovation, investment and exceptional guest experiences ahead of its 20th anniversary in 2027.
A natural fit for The LEVEL, Aldar is dedicated to creating signature experiences for more than half a million customers every day across it residential, retail, hospitality, and leisure assets. The company has a growing footprint in the UK through London Square, a leading multi-tenure residential developer operating across Greater London and has now signed a five-year agreement with The O2 as an official partner.
Mohamed Aldarmaki, Director of Group Business Excellence at Aldar, said: “The LEVEL by Aldar marks the first major milestone in a new five-year partnership that will see Aldar become the Official Real Estate Partner of The O2. Alongside naming rights to The LEVEL, the partnership establishes a prominent Aldar presence across the destination, and an opportunity to engage millions of guests with bespoke experiences each year.”
Available through both annual memberships and individual ticket sales, the new space will offer members priority access to up to 50 events per year, dedicated account management, VIP entry and a range of exclusive benefits designed to enhance every visit.
The development builds on The O2’s wider premium hospitality offering, including The NinetyThird by Qatar Airways, Club 101 and the venue’s suite portfolio. With more than 250 events and millions of visitors each year, The O2 continues to invest in the experiences, infrastructure and services that will define its next decade as it prepares to celebrate its milestone 20th anniversary in 2027.
-ENDS-
For more information, please contact:
International.communications@aegworldwide.com
About The O2
The O2 is the world’s most popular live entertainment, leisure, and retail destination, owned and operated by AEG International, the world’s leading sports and live entertainment company.
Hosting over 200 events each year, its 23,000-capacity arena is the busiest in the world and has sold more than 30 million tickets since opening in 2007. Proudly certified as an AGF ‘Greener Arena’, the iconic venue has also been recognised as Billboard’s ‘Top International Arena’ for 2026 and was crowned ‘Venue of The Year’ at the 2026 Music Week Awards.
Welcoming over 11 million visitors annually, The O2 is also home to the 2,750 capacity venue indigo at The O2, roofwalk attraction Up at The O2, Outlet Shopping at The O2 – London’s best performing outlet, and a wide range of leisure attractions, bars and restaurants. A full day-out destination, The O2 is conveniently located just 15 minutes from central London.
About AEG International
AEG International creates communities, places and spaces that bring people together through live entertainment and sport, delivering memorable moments and giving the world reason to cheer. A subsidiary of AEG, the world’s leading sports and live entertainment company, its portfolio spans Europe and Asia Pacific and includes live entertainment venues, professional sports franchises, and large-scale arena district developments.
Across Europe and Asia, AEG International owns and operates a portfolio of premier venues, including The O2 in London; major German sites such as Hamburg’s Barclays Arena and Berlin’s Uber Arena, Uber Eats Music Hall and Uber Platz – home to Eisbären Berlin, the most successful club in the Deutsche Eishockey Liga; landmark Paris venues including Accor Arena, adidas Arena, and Bataclan; and leading Asian venues such as UOB Live in Bangkok, Mercedes-Benz Arena in Shanghai and IG Arena in Nagoya. Further arena developments are planned in Edinburgh, Osaka and Bangkok.
AEG International is part of AEG’s global network, alongside AEG Presents, a leading concert promoter and festival producer; AXS, a ticketing and technology platform; and AEG Global Partnerships, which connects brands with AEG’s global network of live entertainment and sports assets.
For more information visit www.aeg-international.com
About Aldar
With a growing presence across the UAE, the wider MENA region and Europe, Aldar is a leading real estate developer, manager and investor, creating destinations that shape how almost one million customers live, work and connect every day.
Aldar Development is a master developer of a 76 million sqm strategic landbank, creating integrated and thriving communities in the UAE. Internationally, Aldar Development wholly owns UK real estate developer London Square, as well as a majority stake in leading Egyptian real estate development company, SODIC.
Aldar Investment, with total assets under management of more than USD 15 billion, houses a core asset management business comprising a portfolio of investment-grade and income-generating real estate assets diversified across retail, residential, commercial, industrial and logistics, hospitality, property and facilities management, and education segments.
For more information on Aldar please visit www.aldar.com
