O2 to sponsor the Millennium Dome

O2 to sponsor the Millennium Dome: "O2 to sponsor the Millennium Dome
The UK network operator, O2 has reportedly signed up to sponsor that archetype of government white elephants, London's Millennium Dome. O2 has acquired the naming rights for the venue when it is reopened as a sports and entertainment center in 2007."

Good news for o2 @ least. Although I guess, any sponsorship on the outside might have some considerations. Personally, can anyone remember the sponsors for the previous dome? Is it really a isk worth taking?