O2 has prioritized sponsorship as a key platform for keeping customers happy.

The wireless services provider uses its long-running partnerships with The O2 Arena, Rugby Football Union and 19 O2 Academy music venues to access perks for its Priority customer loyalty program.

And the strategy appears to be working: O2 has reduced contract churn from 1.8 percent to 0.9 percent over the last decade, a result the company credits in part to its marketing investments.

“The Priority program has resulted in a significant reduction in churn among customers who use it actively,” said Nina Bibby, O2 chief marketing officer.

The Telefónica UK Ltd. brand uses sponsorship assets to offer customer experiences before, during and after events.

Case in point: O2 leverages its 10-year-old sponsorship of The O2 Arena with a host of customer benefits including the opportunity to purchase Priority Tickets 48 hours before the general public, access to exclusive lounges, discounts on food and drink purchases and other special perks.

The company—which this month renewed the sponsorship in a new 10-year agreement—gains double the amount of presale tickets and additional customer hosting opportunities as part of the contract renewal.

“It’s not about sponsorship. We consider these venues as assets and platforms to engage our customers with.”

O2 will leverage the renewed partnership to offer fans a more personalized experience via data-driven insights. The company is working with AEG on technology integration (enhanced Wi-Fi, smart phone apps, etc.) that attendees can use to track crowd movement, the most popular moment of the night as measured by crowd noise, number of calories burned and other insights. Attendees can use the insights to relive their concert experience and/or share via social media.

AEG uses ticketing data, information from third-party ticketing platforms, Wi-Fi and its soon-to-be launched mobile app to access the data.

“The more we know about our customers, the easier it becomes to sell tickets and the commercial opportunities that comes with it,” said Paul Samuels, AEG executive vice president of global partnerships.

In addition to data-driven insights, O2 also is placing more focus on leveraging sponsorship in support of disadvantaged youth, said Bibby. The company engages at-risk youth via the O2 Touch, a community rugby program that engages 17,500 players throughout the country.

Like the O2 Arena, O2 uses its 21 year-old partnership with the Rugby Football Union to offer exclusive experiences, content and other offers as part of the Priority customer loyalty program.

O2 in 2016 extended the RFU partnership for another five years.