The O2 appoints ex-Puma Head of Marketing to 'reimagine the customer experience'

AEG has announced the appointment of former Sky Marketing Director Robbie Balfour as Director of Marketing & Brand for London's The O2.

The company said Balfour will lead the marketing strategy across the venue, which includes the 20,000 capacity arena, Icon Outlet, Up at The O2 and the Entertainment District. He will work alongside the venue’s VP and General Manager Steve Sayer to “reimagine the customer experience”.

Balfour joins AEG with over a decade of marketing experience including Sky Sports and Sky Movies Marketing Director and Head of Marketing for Puma UK and Ireland.

In its fifteenth year, The O2 is expected to host more than 200 events including shows by acts such as Dua Lipa, Little Mix, Billie Eilish, Queen + Adam Lambert and Kings of Leon. Icon Outlet has recently welcomed menswear tailoring brand Skopes and accessories brand Claire's.  

Speaking about the appointment, Steve Sayer said: “As we continue to rebuild following the challenges of the past few years, our focus is very much on looking ahead at how we can continue to wow our customers – from gig-goers to diners and shoppers – and marketing plays a crucial role in this. It’s a big year for The O2 as we celebrate 15 years of the venue, and we’re thrilled to welcome Robbie to the team to help drive our iconic brand forward into the next phase.”

Robbie Balfour added: “I’m delighted to be joining The O2 at such an exciting time for the business. The opportunity to extend The O2 arena’s world-class reputation and build on the work that the team have already done in positioning The O2 as a must-visit destination, with outlet shopping and the wider entertainment and F&B offerings is huge, and something I’m excited to help shape.”