September 06, 2010

By By Andre Paine, London

The BRIT Awards has confirmed its move to London's O2 Arena. The annual awards ceremony, organized by U.K. trade body the BPI, will take place on Feb. 15. It is sponsored by MasterCard.

The move to the O2 had been expected. Earls Court confirmed in July that this year brought a 13-year relationship with the show to an end.

According to a statement, the change of venue to the O2 "is the first of many exciting developments to be unveiled in the run up to 2011's extravaganza."

BRIT Awards 2011 chairman David Joseph has been looking at revamping the ceremony.

"Looking at what the BRITs stands for - the 'must see' spectacle and the unique performances which stretch every artist who performs - it was clear that moving to a state-of-the-art venue like the O2 was an obvious evolution," said Joseph, who is Universal Music U.K chairman and CEO.

David Campbell, president and CEO of AEG Europe, added: "Since the O2 opened nearly three years ago we have wanted to host the BRIT Awards and I am absolutely thrilled that dream has become reality. We will ensure, along with the BPI, that the awards are the biggest and best yet, and are delighted to be the new home for the awards."

ITV has also signed up to screen the BRIT Awards for the next three years. The live broadcast will be executive produced by John Kaye Cooper for ITV.

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