Dubai: Calling all music lovers. Yas Arena, the concert hub in the capital, will now be called du Arena.
"It's not only a name change. It's about customer activation and enhancing concert-goer experience," said Osman Sultan, CEO of du at a press conference held in Yas Island on Sunday.
In the re-branding exercise touted as this region's first naming rights partnership, the UAE's telecom service provider has joined hands with Abu Dhabi's events company Flash Entertainment.
But what does this collaboration mean for a concert goer? Multiple entry points to a concert, smooth parking, better traffic management and transportation to enhance the over-all experience for concert ticket holders are being promised.
"With this partnership, you will see infrastructure changes as the arena becomes more user friendly," said John Lickrish, CEO Of Flash Entertainment.
The association may also mean that the concerts are broadcast on mobile phones with du subscription, subject to an arrangement agreement with the performing artist.
The four-year partnership comes at a strategic time as Flash gears up to welcome pop queen Madonna for two nights in Abu Dhabi next month, arguably one of the biggest acts to land in the country.
"The Madonna concert is an important event for Flash and for our new partners from a global perspective. The attention is on us and we want to ensure that consumer wants are met with multiple parking areas available," said Lickrish.
