Thursday 23 January 2020

Dubai group Meraas inks naming rights deal with Coca-Cola

DUBAI, April 9, 2019

Meraas, a diversified Dubai-based holding company, has signed a 10-year agreement with The Coca-Cola Company for the exclusive naming rights for the city’s first and biggest indoor, multipurpose arena.

Upon completion, the 17,000-capacity arena will be known as the Coca-Cola Arena, said a statement from Meraas.
Located at Meraas’ popular urban retail and residential destination City Walk in Dubai, the hitech arena will be opening in June and is poised to become the heartbeat of the entertainment landscape in the region, it added.

Owned by Meraas, the Coca-Cola Arena will have the ability to host large scale live events 365 days a year. While adding another dimension to Meraas’ diverse portfolio of projects, the arena will also bolster Dubai’s status as a year-round global tourist destination and foster the development of Dubai as an all-inclusive modern metropolis for its residents.

On the strategic deal, Meraas Group Chairman Abdulla Al Habbai said: "We are proud to have a renowned company such 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."

"This agreement with The Coca-Cola Company is also a clear demonstration that Meraas’ continued efforts to transform the urban landscape of Dubai and move with the emirate into the future as a modern, creative, culturally and economically diverse place to live, work and play are coming to fruition," stated Al Habbai.

"Given all the strong fundamentals now in place, the Coca-Cola Arena will undoubtedly attract world-class acts and performers from around the world to its stunning stage," he added.

Coca-Cola (Mena) GM and Deputy President Murat Ozgel said: "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," noted Ozgel.

"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," he added.

Up there with iconic locations like Piccadilly Circus in London or Times Square in New York City; the latest addition to the Dubai skyline will be proudly named under the global icon Coca-Cola, bringing the best in global entertainment and sports to the region.

“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. The Coca-Cola Arena will firmly position itself as a leading destination helping Dubai claim its place among the main global metropoles like NYC, Tokyo, Paris and London,” Ozgel added.

“Music, sports and entertainment are part of the fabric and heritage of Coca-Cola brand DNA and the arena is yet another example of our determination to create lifelong memories through unforgettable experiences.”

The state-of-the-art multipurpose Coca-Cola Arena has been designed with Meraas’ unmistakable architectural panache. It will be a fully air-conditioned indoor arena with end-stage, central and half-stage configuration capabilities. It is also, significantly, the biggest multipurpose arena of its kind between Istanbul and Singapore.

As such, it is ideally positioned to host the most diverse productions. Major touring international artists, sporting events, comedy gigs, gala dinners, exhibitions and conferences can all be accommodated in the arena to the taste of the region’s diverse cultural palate.

Day-to-day operations for the venue will be handled by the reputable, international venue management company AEG Ogden, who also operate London’s O2 Arena, STAPLES Centre in Los Angeles, Mercedes-Benz Arena in Shanghai and Qudos Bank Arena in Sydney.

Guy Ngata, the AEG Ogden’s CEO of the Coca-Cola Arena, said: "We are proud 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," he noted.
“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,” he added.-TradeArabia News Service


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