Du joins forces with Flash Entertainment
Signs four-year-deal with live events giant
Dubai: In a major branding exercise, UAE telecom service provider du yesterday announced the signing of a four-year deal with live events giant Flash Entertainment.
The result? Yas Arena and Yas Forum will now be called du Arena and du Forum, respectively.
The partnership may result in rich dividends for the companies involved and concert-goers, but the corporate leaders were unwilling to disclose the cost incurred in securing the partnership.
"How much is not something we disclose. But we look at it as a journey … It's a good way to keep the brand relevant because entertainment is relevant," said Othman Sultan, CEO of du, at a press conference in Yas Island yesterday.
In June, more than 50,000 fans are expected to descend upon the newly christened du Arena to witness the queen of pop, Madonna, in action.
Infrastructure changes
"It's not only a name change. We have been associated with Flash and their concerts since 2008. But today our association is part of our journey to enhance consumer experience.
"It's our way of interacting with our customers and knowing the people in the UAE and abroad," said Sultan.
The strategic partnership will also result in a trickle-down effect to consumers as they experience improved infrastructure changes.
Multiple entry points to a concert, better food and beverage offers, smooth parking allotments and improvements in transportation are some of the areas that will be looked into.
"When we plan a concert, it's about creating moments that can be cherished for a lifetime. And such a financial contribution and partnership will help us a lot in activation in terms of infrastructure changes. We want the Arena to be user-friendly," said John Lickrish, CEO of Flash Entertainment.
His company is credited with bringing some of the world's best acts including Elton John, Shakira and Beyonce to the capital. The partnership may also translate into bolstering local talent.
Long-term plan
"It's a critical part of Emirates development. Every major city of the world is supported by local artists and the economy is supported by regional performances that come from them.
"It's our long-term plan to bring artists into the region, start recording studios here and support local talent. But we need to phase it out well," said Lickrish.
Enhanced consumer experience is also on their agenda.
"For us, it's not just about putting the logo and slogans everywhere. It's the end-to-end user experience. Think of it like a plane journey, the way you check in, the procedure at the airport all play a role in making that journey a fun experience," said Sultan.
According to insiders, the du branding will be limited to visibility at the venue and advertisements but won't extend to major acts wearing du-branded T-shirts.
