Du and Flash Entertainment Announce Extension of Region’s First Naming Rights Deal

With a joint commitment to continue providing superior live entertainment experiences to people in the UAE, telecommunications service provider du and FLASH announced an extension to their pioneering deal for the naming rights to the iconic du Arena and du Forum in Abu Dhabi, UAE. The companies made history in 2012 when they conceptualised and signed the region’s first ever venue naming deal.

The renewed deal will now additionally offer a number of exclusive benefits to du customers including priority tickets with a 20% discount available 48 hours before general release, access to the du Live! VIP Lounge and competitions offering money-can’t-buy “Meet & Greets” with artists.

“Our partnership with FLASH Entertainment has gone from strength to strength over the last four years du Arena and du Forum are preferred destinations for live entertainment and experiences, and through our continued partnership with FLASH, our vision is to create value for our customers with the highest calibre of live entertainment, bringing them even closer to unmissable events and top-tier artists. We are proud to be the only telecommunications company to offer them these exclusive experiences.” said Osman Sultan, CEO of du.

Since 2012, over 465,000 fans have been enthralled by more than 80 concerts, shows and festivals at both venues. Signature events held at the du Arena include the Yasalam After-Race Concerts with A-list superstars such as JAY-Z, Paul McCartney and Lionel Richie, plus major world-class performances by The Rolling Stones, Coldplay and Andrea Bocelli.

The award-winning du Arena on Yas Island is the largest open-air venue in the region, with capacity to host up to 40,000 people. Located at the heart of Yas Island, its unique surroundings present the most premium live event experience in the UAE.

In 2015, FLASH introduced The Village into the Arena. Covering 7,000 square meters outside the main stage area, The Village buzzes during events with local and regional artists, DJs playing live on stage, food trucks, activities and chill-out areas. Ten elevated VIP suites and “Tree House” VIP areas with hospitality were also built to create incredible viewing experiences.

The 4,500-capacity indoor venue du Forum is powerfully air-conditioned for year-round comfort, hosting a broad portfolio of events to delight guests. Recent events include world-renowned composer Yanni, community festival Winterland Carnival, and Disney’s Beauty and the Beast.

“Today’s announcement is yet another significant moment in the development of Abu Dhabi’s growing entertainment industry,” stated John Lickrish, CEO of FLASH Entertainment. Since the start of our partnership with du, we have together created one of the most important venues in the MENA region and presented the finest, world-class entertainment programming. While establishing itself as the UAE’s top, must-play venue, the du Arena has attracted a slate of top international performers to the region.”

FLASH values partnerships as critically important. By working closely with international sports and entertainment organisations such as FIFA, NBA, UFC, WME-IMG, Live Nation, Cream, and The AFC, the company is well on its way to achieving its mission of growing from the region’s premier live events company to a globally-recognised peerless entertainment organisation.

The du Arena and du Forum belong to a multi-million-dollar portfolio of assets managed by FLASH.

du Live! intends to build upon the image of the UAE as the ultimate entertainment destination in the region, firmly establishing the nation on the world stage as a hub for live entertainment that caters to tastes as varied as the multicultural fabric that makes up the local community.

Launched in 2011 as the entertainment arm of du, du Live! has since been associated with some of the finest entertainment to come to the region. With two premium venues, the du Arena and du Forum on Yas Island in Abu Dhabi in partnership with FLASH Entertainment, du Live! is committed to bringing high quality, regionally-relevant and family-orientated live acts to the UAE.