The deal includes the launch of a VIP ticketing service for the broadcaster's subscribers and the rights to broadcast shows on Sky channels and online.

The five-year deal, thought to be worth about £3 million a year, will see BSkyB become a "founding partner" of the O2 alongside brands including Adidas and Coca Cola, who both have Olympic sponsorship deals.

But, under the rules of the International Olympic Committee,Sky's deal will not cover London 2012 when the O2 will be temporarily rebranded the North Greenwich Arena because Games stadia are not allowed to be named after sponsors.

Sky has signed the deal with AEG Europe, which took over the former Millennium Dome in 2005 and rebranded and relaunched the venue as the O2, as the exclusive partner for TV, home broadband and telephony.

The deal gives Sky first refusal on TV and online broadcast rights for most music gigs and other events at the venue.

The O2 is due to host the World Gymnastics Championships in October and in November tennis' Barclays ATP World Tour Finals, an event for which more than 200,000 tickets have already been sold.

Sky will also have access to media and advertising space across the Greenwich venue, including at the 3D cinema.

All screens at the O2 will be converted to high definition and used to demonstrate the company's Sky HD product.

The broadcaster will launch a reward programme to give Sky customers VIP access to events and screenings at the O2.

Brian Sullivan, the managing director of Sky's customer group, said: "Thanks to the venue's scale of reach, we are working with AEG to create a number of branding, demonstration and customer engagement opportunities that no other single entertainment venue can offer.

"We will use this relationship to both engage new audiences and reward our valued customers."