O2 & Nike link up in Priority Moments to appeal to Football Fans.

Whether you like dining out or bowling, O2’s Priority Moments gives O2 customers access to offers on all kinds of high street and musical goods and services. Now Nike have joined forces with O2 to create a ‘digital sports club’ - Priority Sports.

When the app is launched in late August, this new O2 Priority intends to bring O2 customers not only the usual deals on products, but also on ‘experiences,’ many of them driven by Nike.

One of the experiences beneficiaries of Priority Sports will be able to enjoy is free access to the Nike+ Running app. This allows users to track, measure, compare and share their runs.

If the above is classed as a ‘digital’ experience, then Nike will also provide purely physical experiences as well: O2 customers will have access to Nike events, weekly Nike+ Running Clubs and Training Clubs, a virtual training program, and a thousand tickets will be available for the Nike+ Fuelfest at Battersea Power Station - ‘a unique experience combining sport, innovation, music and culture.’

Exclusive deals will also be available relating to Nike products and athletes it sponsors, such as Wayne Rooney and Mark Cavendish.

With Smartphones becoming increasingly important in people’s lives, new research released today from YouGov seems to show that this is inspiring people to be more active: Over half (53.15%) of the two-thousand participants (UK adults) said they used apps as part of their fitness regimes and 79% said that apps increased their motivation.

Paula Radcliffe, with whom the new app will give users an opportunity to train with, says, ‘Technology plays a huge part in enabling my training and helps me drive forward. It can inspire and motivate, and the phone is increasingly at the centre of my life as I train and stay in touch.’

The YouGov survey also shows that sport is a daily obsession for many, with 11.5% checking their phone more than five times a day, and over half (56.39%) checking once a day. Most tellingly, one in five (22.10%) say that sport is their biggest passion.

O2 have 23million customers in the UK, and with Nike sponsoring both Arsenal and Manchester United, fans of these clubs who are O2 customers will hope for football related benefits. O2 have also sponsored Arsenal since 2002, and the club is said to be involved with the scheme.

Although details regarding football specific deals are yet to be revealed, there is a strong likelihood that the UK’s passion for football will be fed.

Ronan Dunne, CEO of O2 in the UK, said, ‘We want to bring our customers closer to their passions , and deliver amazing digital experiences via their mobiles.’