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Dubai’s Coca-Cola Arena secures anchor sports tenant

Dubai’s Coca-Cola Arena has been named the home venue of newly established sports franchise team, Dubai Basketball.

The ‘milestone agreement’ is said to pave the way for international professional basketball in Dubai.

The Dubai club’s initial foray will be in the 16-team ABA (Adriatic) League, which will set in motion a series of events that will bring European stars to the 15,000-capacity arena, according to the two organisations.

While the Dubai club will be playing their ABA League matches away in Europe, the emirate will host all 15 teams in the league during the nine-month season, which kicks off in September 2024.

“We’re looking at a minimum of 20 home games this season,” said Coca-Cola Arena general manager Jan Kar in the recently published Global Arenas Guide 2024.

“What’s amazing about this is it’s going to be complementary to our live entertainment programming”

“What’s amazing about this is it’s going to be complementary to our live entertainment programming. Most games will take place on a Sunday or midweek, allowing us to deliver concerts Thursday through to Saturday and the occasional Sunday.”

Salem bin Dasmal, president of Dubai Basketball, said in a press release: “Securing the Coca-Cola Arena as our official home venue underscores our dedication to elevating the sport of basketball in Dubai.

“As a beacon of entertainment and sports excellence, the 15,000-capacity Coca-Cola Arena aligns with Dubai Basketball’s commitment to delivering world-class experiences to fans across the region. This partnership allows us to create unforgettable experiences for our fans and showcase the best global basketball talent in a world-class facility.”

Coca-Cola Arena, Dubai’s first and largest multipurpose indoor venue, recently marked five “monumental” years since it opened.

The ASM Global-operated arena launched on 6 June 2019 with a sold-out show from Canadian comedian Russell Peters.

Read more about arenas in the UAE in the Global Arenas Guide 2024.

 


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Coca-Cola Arena marks five ‘monumental’ years

Coca-Cola Arena, Dubai’s first and largest multipurpose indoor venue, is marking five “monumental” years since it opened.

The ASM Global-operated arena launched on 6 June 2019 with a sold-out show from Canadian comedian Russell Peters.

Since then, the 17,000-capacity venue has hosted over 251 live shows and staged 390 international artists including Alicia Keys, Chris Brown, Bryan Adams, 50 Cent, Tiesto and Martin Garrix.

It has also hosted several renowned comedians such as Kevin Hart, Michael McIntyre and Trevor Noah, as well as sporting events such as the Euroleague Basketball Next Generation Tournament.

“This milestone is a testament to the unwavering support of our fans, partners and stakeholders”

“We are incredibly proud to celebrate five years of operations at Coca-Cola Arena,” says Mark Jan Kar, general manager of Coca-Cola Arena. “This milestone is a testament to the unwavering support of our fans, partners and stakeholders. As a collective, we are driven to innovate, collaborate and create live experiences including welcoming Dubai’s first professional basketball franchise in Q4, proving our commitment to positioning Dubai as the destination for world-class sports and entertainment.”

In IQ’s Global Arena Guide 2023, Kar said that he’s excited about the momentum being generated in what’s becoming a prominent destination for international acts.

“We could probably fill 52 weeks of the year with Arabic and Asian content, but that’s not our strategy,” he explains. “With a large expatriate population as well, we want to present the city of Dubai with all types and genres of entertainment.”

Upcoming events at Coca-Cola Arena include Jason Derulo, Macklemore, Enrique Iglesias and Thirty Seconds to Mars.

Elsewhere in Dubai, outdoor shows are evolving with Untold becoming the Emirate’s first mega fsetival and Green Day announcing their Middle East debut at the 30,000-capacity outdoor Expo City Dubai.

 


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Music Venue Trust seals Coca-Cola link-up

The Music Venue Trust (MVT) has announced a new partnership with Coca-Cola which will see the drinks brand support the UK grassroots community through a series of activities.

The link-up will commence with a series of gigs organised by the charity, which represents more than 900 UK venues and has secured a 13-show headline run by indie-pop singer-songwriter Casey Lowry.

The tour will kick off at Moles in Bath on 27 September and conclude on 23 October at Camden’s KOKO.

“This is the start of an incredibly important partnership with Coca-Cola which we hope will bring support to grassroots music venues right across the country,” says MVT CEO Mark Davyd. “Every local community deserves access to an excellent live music experience right on their doorstep. This project demonstrates how MVT can work with great partners to make that happen and keep music live right across the UK.”

“We recognise that the festival artists of tomorrow need to play in the grassroot venues of today”

Fans have a chance to win tickets by buying a 500ml Coke Zero or Coke Zero Cherry at any Co-op store and scanning the QR code on the in-store display by 22 August.

“Coca-Cola has a wealth of historical involvement in music and this summer has seen us give music fans a number of epic experiences at festivals across Europe,” says Paul Hiskens, associate director, partnerships & sponsorships at Coca-Cola Europacific Partners GB. “But we recognise that the festival artists of tomorrow need to play in the grassroot venues of today and by partnering with Music Venue Trust we will help support the venues in a number of ways moving forward.

“In our first activity we have funded a series of gigs to allow venues to raise funds, alongside giving fans of Coke Zero an unforgettable night out – and hope that they continue to support these venues ongoing, as we will.”

 


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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.

 


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