London’s O2 Arena has secured a new high-profile sponsor, as the luxury cruise line Windstar Cruises announces an exclusive partnership with the world-renowned entertainment venue.
Windstar will become the official cruise line of The O2, marking a significant step in the brand’s efforts to expand its presence in the UK market. The sponsorship will provide Windstar with key brand exposure throughout the venue, reaching millions of visitors each year and tapping into a prime demographic of affluent travelers.
A centerpiece of this collaboration is Windstar’s presence in The NinetyThird by Qatar Airways, The O2’s ultra-exclusive VIP members club. A model of a Windstar cruise ship will be on display year-round in the premium lounge, serving as a striking visual introduction to the brand. Membership to The NinetyThird, priced at approximately £16,000 (around $20,000) per person annually, is completely sold out, underscoring Windstar’s strategic approach in targeting a select but highly valuable audience aligned with its small-ship, luxury experience.
With the UK ranking as the world’s third-largest cruise market, Windstar is making a calculated push for growth in the region. The cruise line recently announced a series of three- and four-day sailings from London, launching in summer 2026 from HMS Belfast. This new itinerary lineup is expected to attract both first-time cruisers and experienced travelers looking for a unique, intimate sailing experience.
“We are thrilled to be showcasing our brand in this iconic venue and to be reaching new prospective guests for Windstar,” said Windstar President Christopher Prelog. “AEG, The O2, and Windstar are all leaders in their respective categories, and we feel this is a great first step in a meaningful and rich collaboration.”
Nathan Kosky, Vice President at AEG Global Partnerships, echoed that sentiment, saying, “We warmly welcome Windstar Cruises, our newest sponsor to The O2, as they explore new opportunities for their expansion. We look forward to working together to showcase their offering to the millions of fans who visit the venue every year.”
The sponsorship deal comes as Windstar prepares to introduce a major addition to its fleet. Star Seeker, the first ship in the line’s new Star Class, is set to debut in December 2025, ushering in a new era of modern, small-ship cruising.
