The Point Theatre was Dublin's primary concert and events venue. It operated from 1988 to 2007 and was located on the North Wall Quay of the River Liffey, amongst the Dublin docklands. The Point was closed in the summer of 2007 for a major redevelopment and underwent a rebranding as The O2 Dublin in July 2008.

During Live Nation’s redevelopment of the Point Theatre, Dublin, in 2007, TEN Ltd (representative for Live Nation) began seeking sponsorship deals for the new venue. Naming right and founding partner programs were drawn up. 

The Naming Right Program took the form of a PowerPoint introduction to the proposed sponsorship deal, accompanied by a 28 page, custom branded presentation in a metal slipcase. Also contained within the slipcase was a CD ROM with the PowerPoint and a synopsis of the information presented. All visual material contained within the package—concert posters, billboards, concert listing, press ads, newspaper articles, concert tickets, architectural visualisations of the new venue complete with signage—were branded with the logo of whoever was receiving the presentation. 

The Founding Partner Program was a presentation to invite sponsors to purchase the rights to the individual commercial areas within the venue, such as kiosks, members clubs, bars etc. These presentations took the form of a DVD digipak, the contents of which were also individually branded.

Dozens of presentations were made over the course of a year, often on short notice, requiring a turnaround of a couple of hours to custom brand the printed document and PowerPoint. 

In 2008, O2 paid €25 million for the naming right. It remains the largest sponsorship deal in Ireland.


Naming Right
Personalised Presentation for Sponsorship Invitation
Founding Partner
Personalised Presentation for Sponsorship Invitation
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