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Dubai Arena secures 10-year naming rights deal with Coca-Cola

Dubai Arena secures 10-year naming rights deal with Coca-Cola
April 8, 2019

AEG Ogden has today announced that it is bringing together The Coca-Cola Company and Dubai-developer Meraas, to sign a long-term deal giving Coca-Cola exclusive naming rights for the soone-to-open Dubai Arena, the UAE’s first multipurpose live music, indoor sports and events arena.

Now to be known as the Coca-Cola Arena, the hugely anticipated venue is located at the heart of an urban retail and residential development in the bustling city of Dubai. With a capacity of 17,000 the Coca-Cola Arena will have the capability to host large scale live events 365 days a year and will further strengthen Dubai’s worldwide status as a year-round destination for tourists.

Announcing the partnership, Meraas Group Chairman Abdulla Al Habbai stated “we are proud to have a company of such worldwide renown as Coca-Cola taking on the naming rights for the arena in the long-term. It is a testament to the unrivalled positioning of Dubai as a global tourism, leisure and entertainment hub”.

Guy Ngata, AEG Ogden’s Chief Executive of the Coca-Cola Arena added “we are delighted to partner with Meraas and Coca-Cola as we launch the UAE’s first world-class, multipurpose indoor arena. We look forward to working closely together over the next 10 years.

“This naming rights agreement is hugely beneficial for Dubai and Coca-Cola, which are both internationally recognised brands in their own rights. We are excited to grow our partnership over the next decade and further establish Dubai as a major destination for world music tours, sporting competitions, family show and corporate events.

“In addition to major branding and exclusive beverage sales at the arena, the strategic partnership also means the new Coca-Cola Arena will be able to tap into Coca-Cola’s vast network of expertise in the worlds of business and entertainment, while the company will see huge gains from its close, long-term relationship with one of the best live entertainment arenas in the region.”

The state-of-the-art multipurpose Coca-Cola Arena has been designed to accommodate a huge variety of concerts and performances to engage an array of cultures and nationalities throughout the calendar year, strategically standing as the biggest multipurpose arena of its kind between Istanbul and Singapore.

Designed with sustainability in mind with the incorporation of innovative elements such as humidity capture A/C units, light and water sensors, LED lights and an organic composter, the venue promises to be a crowning jewel for Coca-Cola and AEG Ogden.

Murat Ozgel, General Manager of Coca-Cola Middle East and Deputy President of Coca-Cola Middle East and North Africa, added “we are proud to be a part of this highly anticipated entertainment destination which demonstrates our commitment to the region. The Cola-Cola Arena will build on Dubai’s thriving entertainment industry, positively contributing to the city’s ambitions to become a world-leading metropolis. The arena will create another iconic landmark in the city attracting visitors from across the world.

“In line with Dubai’s vision to create a smart and sustainable city, we are committed to making the Coca-Cola Arena a sustainable venue in line with our 2030 Environmental Goals.”

Opening in June 2019, the design of the Arena caters for worldwide productions to visit with ease with its unique roof design and 190 metric tonnes weight load capacity and boasts to be the first fully air-conditioned indoor arena with end-stage, central and half-stage configuration capabilities in the region.

The Coca-Cola Arena is owned by Meraas, a well-known landmark developer within the United Arab Emirates, and is to be operated by AEG Ogden - a joint venture with AEG Facilities and part of AEG, the world’s leading sports, venue and live entertainment company who also own and operate leading elite venues including London’s The O2 Arena, STAPLES Center in Los Angeles, and Qudos Bank Arena in Sydney. The established venue operating and management company have provided their considerable design and technical expertise during the construction process, for both internal and external infrastructures.

AEG Facilities President, Bob Newman concluded “great arenas are known for great partnerships and we are excited that Coca-Cola shares our vision for the great potential for the Coca Cola Arena. This venue will be the region’s leading destination for sports, concerts, family shows and all other world-class events.

“We are honoured to be the operators of the Coca-Cola Arena and look forward to its fast-approaching grand opening.”

Construction work on the indoor arena was announced in 2016 and has been moving ahead with several key targets already achieved. The building’s spectacular active-lit façade has been completed and fully installed, while the 42 hospitality and corporate suites are currently receiving their final touches.

Venue naming rights are explored in a feature in the latest issue of Australasian Leisure Management.

Images: The new venue with its Coca-Cola branding (top) and Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the United Arab Emirates and Ruler of Dubai touring the new venue earlier this month (below).

Related Articles

5th April 2019 - New Dubai Arena to be ‘game changer’ for UAE

22nd March 2019 - Dubai to launch arts and sport Walk of Fame

14th February 2019 - Programming Vice President exits Dubai Arena to return to independent event promotion

6th November 2018 - Dubai Arena on schedule to open in 2019

3rd September 2018 - Dubai Safari to reopen under Meraas management

20th August 2018 - Money In Sport conference delegates to learn about Disney’s Marvel Stadium naming rights deal

26th June 2018 - Abu Dhabi developers look for Yas Island to become top global leisure destination

13th June 2018 - New Dubai venue to host 2019 World Para Athletics Championships

29th May 2018 - Dubai spends US$42.5 billion on mega projects ahead of Expo 2020

19th December 2017 - New key appointment for Dubai Arena

8th August 2017 - Guy Ngata to leave Eden Park for new Dubai Arena

25th May 2017 - Dubai’s du extends naming rights deal on Abu Dhabi venues

9th November 2016 - AEG Ogden to manage new Dubai Arena

13th July 2016 - World’s highest observation wheel takes shape in Dubai


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