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.
London, 14 October 2026: 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.
