THE O2 Arena will be no more – in name at least.
It follows the acquisition by mobile phone company Three of O2 Ireland in a deal worth up to €850m.
Once the takeover is rubber-stamped by European competition authorities, the O2 Ireland brand will go out of existence.
O2's sponsorship deals will then "migrate" to Three, a spokesman for Three told the Herald.
Not only will the music venue in Dublin's docklands have a new name but the Irish rugby jersey will have a new logo as well.
The O2, which has hosted some of the world's biggest acts, was the Point Depot before a major revamp.
"Ultimately, it will not be called the O2 Arena. A decision has yet to be taken about what it will be called," the Three spokesman said.
It will be called the O2 for at least the next six months, however. "No change will be made until the European Commission's competition division issues a decision on the takeover," the spokesman added.
After that, O2 sponsorship deals will migrate to Three.
"What precisely they will call it has not been decided. It will not be the O2. The O2 brand will be gone," the spokesman said.
Three is not expecting the process of adjudication by the European Commission to be difficult but the decision is up to them, he added.
The Irish rugby shirt, currently containing the O2 logo, will change as well.