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Dubai offers promoters sponsorship support with new scheme

The Leisure Events Sponsorship Scheme, open to all ticketed public events, shows "government’s support for the city's thriving events industry", says LN's James Craven

By Jon Chapple on 15 Apr 2019

Coca-Cola Arena opens in June

Coca-Cola Arena opens in June

image © AEG Ogden

Dubai’s Department of Tourism and Commerce Marketing has announced a sponsorship scheme for promoters in a bid to grow the emirate’s live events sector.

The new Leisure Events Sponsorship Scheme aims to “empower leisure event organisers with additional incentivisation opportunities in the form of event sponsorship”, according to a statement from Dubai Tourism. All organisers of ticketed events that are open to the public are eligible for assistance.

The programme aims to boost the already growing local live entertainment market, which recorded a year-on-year increase of more than 100,000 ticket sales and 25 additional events in first quarter of 2019.

The launch of the scheme precedes the opening this summer of AEG’s new Coca-Cola (formerly Dubai) Arena, whose 17,000 seats will make it the largest indoor entertainment venue in the region.

Local promoter 117 Live also operates a 25,000-capacity outdoor arena, 117 Live Arena (formerly Autism Rocks Arena), at Dubai Outlet Mall, which opened in 2016.

Helal Saeed Almarri, director-general of Dubai Tourism, says: “The sponsorship scheme forms part of our commitment to retain the city’s status as a leading global event destination and has been designed to build on this momentum and act as a catalyst for the local events industry.

“The sponsorship scheme forms part of our commitment to retain the city’s status as a leading global event destination”

“This has been further fuelled by our cross-industry public and private sector partnerships, which serve as a crucial component in helping us identify and pursue opportunities to further empower local event organisers as we set the stage to welcome audiences from around the world.”

The sponsorship scheme will take effect for events held from 1 May 2019.

James Craven, president of Live Nation Middle East, welcomes the launch of the programme. “We are experiencing an exciting time of growth in Dubai’s events industry as Dubai continues to showcase its strength as a world-class leisure destination,” he comments. “This not only fuels our ongoing commitment to deliver the best family experiences in the region but also opens up new opportunities to continue strengthening our relationship with the wider sector.

“We have enjoyed great success with events from Dave Chappelle and George Ezra to the recent Wasla alternative Arabic music festival. The Dubai Tourism Leisure Events Sponsorship Scheme initiative marks a significant milestone in the government’s support in nurturing the city’s thriving events industry, underscoring Dubai’s place on the international live entertainment map.”

Interested concert promoters and other events organisers can apply for sponsorship on the Visit Dubai website.


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