BOURNEMOUTH’S O2 Academy will continue with its current name for at least the next 10 years, writes Rebecca Valls Moragas.

Telefonica-owned O2 confirmed its continued sponsorship of “iconic local venues” in a deal with Live Nation and Academy Music Group.

Peter Latham, Live Nation’s chief operation officer, said the venues will “remain a vibrant part” of communities and “integral” to Britain’s music scene.

He added: “This is more than just a naming rights deal.”

The contract, which is believed to have almost doubled in annual cost from £4.5million to £7m, promises installation of the newest technology to analyse crowd movements and give every fan “digital mementos of the night”.

Boscombe’s O2 Academy is a grade II listed building which began life as the Grand Pavilion theatre in 1895.