Coca-Cola reveals Tomorrowland partnership
Coca-Cola has confirmed the first of a series of festival partnerships by announcing a link-up with Tomorrowland.
The marquee Belgium edition of Tomorrowland in Boom, Antwerp, is expanding to three weekends rather than its usual two from 15-31 July. Tickets sold out just 30 minutes after going on sale.
Alan Walker, Alesso, Armin van Buuren, Dimitri Vegas & Like Mike, Eric Prydz presents HOLO, Fisher, Kungs, Lost Frequencies, Major Lazer Soundsystem, Marshmello, Martin Garrix, Netsky, Paul Kalkbrenner are among confirmed acts.
A Coca-Cola consumer promotion will run across Europe, offering winners immersive in-person brand experiences on the festival area and backstage and behind the scenes access. The brand will also present live broadcasts from the festival and “unique” artist access for home viewers.
“We know that festivals are about more than just music”
“Passion fuels everything we do at Coca-Cola, and nothing gets people moving, celebrating, and enjoying life like live music does,” says Thomas Oth, Coca-Cola country director, Belgium.
“Also, we know that festivals are about more than just music. They’re about breaking conventions and opening ourselves up to the stories and experiences we’ve missed out on over the past two years.”
Michael Willeke, integrated marketing experience director, Europe, adds: “Coca-Cola has a rich heritage in music and has been present at some of the most iconic moments in live music history, just like our brand it brings people together. It is a pleasure to bring our summer of music to our audiences once again this year, starting with Tomorrowland.”
Earlier this week, Tomorrowland revealed it is set to open Terra Solis, a new desert destination in Dubai, in September. Terra Solis is billed as providing music and entertainment with “a fun party atmosphere, and an exceptional food and beverage offering”.
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Dubai Arena signs naming-rights deal with Coca-Cola
Dubai Arena, AEG Ogden’s new 17,000-capacity venue in the UAE’s largest city, will be named Coca-Cola Arena when it opens this June.
The new name follows the signing of a ten-year naming-rights agreement by AEG Ogden, AEG’s Asian/Australasian venues arm, with soft drinks giant Coca-Cola, reports Arabian Business.
The project has been three years in the making, originally announced in late 2016. The capacity has since been reduced from a projected 20,000, though the completed Coca-Cola Arena will still be the largest indoor in arena in the Middle East, with no less than 42 hospitality and corporate suites and capability to host concerts, sporting events, exhibitions and conferences.
“This is a milestone deal for the Coca-Cola Company”
Comedian Russell Peters, promoted by Live Nation Middle East, will open the new arena on 6 June, with its first concert following eight days later, on Friday 14 June: Maroon 5, promoted by Done Events.
“This is a milestone deal for the Coca-Cola Company as the Coca-Cola Arena will bring more than 40 events every year to the hugely anticipated destination, putting us at the centre stage of entertainment,” comments Murat Ozgel, general manager of Coca-Cola Middle East and deputy business unit president of Coca-Cola Middle East and North Africa.
“The Coca-Cola Arena will firmly position itself as a leading destination helping Dubai claim its place among the main global metropoles like New York, Tokyo, Paris and London,” says Ozgel.