A new partnership agreement has been signed between Nissan and The O2 in London, which will give the carmaker extensive branding rights across what is one of the most popular entertainment venues in the world.

The three-year deal will the give Nissan the rights to build a Brand Centre, which will open in July 2010.

This centre will be used as a communications hub for the launch of the electric Nissan Leaf, which is scheduled to go on sale in the UK in March 2011.

Until then the 20-acre O2 site will be used to publicise the new Qashqai and the Juke crossover model in advance of its September launch.

Paul Willcox, Managing Director, Nissan GB said the agreement demonstrated how the brand is on the "move".

"This O2 partnership is a first for Nissan in the UK," he stated.

"The O2 offers us the space, support and exposure to showcase the brand to over 7.5 million people every year and will become a focal point for an innovative and integrated strategy which will span the entire sales and marketing operation. The O2 will give us the platform to engage with consumers on all of this activity and much more."

From its July opening, the Nissan Brand Centre will focus on zero emission mobility, the launch of Leaf and will showcase innovation, running interactive programmes and activities designed to attract and engage consumers.

Nissan joins a host of other brands who have a founding partnership with The O2, which was nominated as the world’s number one music venue in 2009 - for the third year running.

Aoibhinn Twomey - 20 Apr 2010