O2 Arena

London, UK

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In July 2007, ISG and Comperio Research were appointed by AEG (Anschutz Entertainment Group) to create, sell, and manage a new premium seating product at The O2 arena.

In July 2007, ISG and Comperio Research were appointed by AEG (Anschutz Entertainment Group) to create, sell, and manage a new premium seating product at The O2 arena.

This incredible venue opened in June 2007 and had many exciting elements to it: an incredible line-up of international events (i.e. Bon Jovi, Prince, Justin Timberlake, Led Zeppelin, NBA Basketball), a live music club (indigO2), an 11 screen multiplex cinema, exhibition centre (The O2 bubble), and an entire street of bars, restaurants, and leisure attractions (Entertainment Avenue).

This new premium product was called The VIP Club. The initial task for Comperio Research was to research the marketplace to understand what it wanted in terms of event access, transport, catering and other 'VIP' benefits.

This research resulted in an exciting new offering that allowed customers (both corporate and personal) to select the events that they wanted to attend.

A team of six executives then sold this product with very impressive results. By December 2008, the ISG team had raised total contracted revenue of nearly double the initial targets.

From this experience, AEG and ISG enjoy a strong working relationship that we look forward to continuing around the world in the future.

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The Leading Stadium Research Company

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"Comperio Research’s sophisticated processes and track record means our output is trusted by providers of financing and is often fundamental in securing the necessary funds for a project"
Richard Cheesman,
Managing Director
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"A vital part of our output is input into the design and concept of a new stadium – creating the best stakeholder experience and hence the maximum revenues"
Steve Moore,
Chief Consumer Strategist
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"We combine several cutting-edge research processes into a tried and tested methodology to deliver accurate projections of the potential of a stadium"
Kamrul Zaman,
Associate Research Director
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"Each market is different and it is only through being truly immersed in a local market that we can use our international expertise to deliver the ideal venue for each market"
Samin Macdonald,
Associate Project Director

About Comperio Research

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Comperio Research is a specialist stadium research organisation that has developed the market leading expertise in customer research in this sector, applying the most sophisticated consumer research techniques in a unique approach to the stadium sector to create revenue forecasts that form the centrepiece of a stadium business plan. The research output is crucial to developing the optimal stadium capacity, configuration and product mix, as well as the creation of a bespoke targeted sales and marketing programme.

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