Three Ireland invests €55m in 3Arena Sponsorship to extend and enhance exclusive benefits for its customers

The 10 year sponsorship includes:

  • 3Arena naming rights to 2028
  • New exclusive 3Plus Lounge, which will give Three’s customers a unique VIP in-venue experience
  • Creating Ireland’s first ‘smart’ music venue

Thursday, 12th April 2018: Three Ireland today announced the extension of its sponsorship of 3Arena, Ireland’s leading entertainment venue, in a deal which will see Three invest €55 million in sponsorship and activation over 10 years. The Live Nation-owned 13,000 capacity venue is the country’s leading player in the entertainment industry with hundreds of acts annually.

Primary sponsor of the venue since 2014, Three will continue to have exclusive naming rights, as well as leveraging money-can’t-buy benefits exclusively for its customers, such as a presale for every show and exclusive in-venue experiences. As part of this new deal, Three will unveil the new 3Plus Lounge at 3Arena which will provide its customers with an enhanced entertainment experience, as well as a number of digital innovations, evolving the arena in to a smart venue.

Commenting on the renewal of the partnership, Robert Finnegan, CEO, Three Ireland said, “At Three, we focus on leveraging our leading sponsorship portfolio to bring great benefits to our customers. 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 connection.

“We are delighted to be extending this sponsorship until 2028 and look forward to working with Live Nation to create Ireland’s first ‘smart’ music venue, giving Three customers, and all music fans, a unique digital and connected music experience at the venue.”

Mike Adamson, CEO of 3Arena & Live Nation Ireland, added, “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.”

Unveiling the new 3Plus Lounge & 3Plus pop-up lounge

To mark today’s announcement, the new exclusive 3Plus Lounge, which will give customers a unique VIP in-venue experience, will be officially launched through a connected music experience, with leading Irish band All Tvvins. The performance will be streamed live from 3Arena to a 3Plus pop-up lounge located on South William Street, as well as 3Stores in Galway and Limerick. The pop-up lounge will remain open for three days allowing customers and members of the public to get a taste of the 3Plus Lounge experience playing host to intimate gigs from some of Ireland’s best up and coming acts such as Le Boom, Chasing Abbey and Soulé. Tickets to these exclusive shows are open to Three customers via the 3Plus app.

Join the conversation on or on Twitter at @ThreeIreland using #3PlusLounge.