Coca-Cola has signed a three-year sponsorship deal with AEG Europe, owners and operators of The O2 arena in the UK.

The deal, announced today (28 January) and effective immediately, includes both The O2 and indigo2, the arena's smaller 2,300 capacity music venue.

Coca-Cola products to be served at the venue include Coke, Diet Coke, Coke Zero, Sprite, Fanta, Powerade and Relentless.

Cathryn Sleight, marketing director for Coca-Cola UK, said: "The O2 has firmly put itself on the map as 'the' entertainment venue in the UK. We have seen what other founding partners have achieved at The O2 and CCGB's aim is to ensure we capitalise on our sponsorship."

Coca-Cola will develop a 'customer engagement programme' with The O2 that will focus on competitions and cross promotions with their consumer website, 'Coke Zone'.