The Coca-Cola Arena is known for hosting some of the world’s biggest stars from the entertainment world. Alongside this, it has been steadily increasing the number of corporate events it hosts.
Since its inception in 2019, Coca-Cola Arena has hosted more than 115 such events, including notable gatherings such as the Global Freight Summit, a Dubai Airshow Gala Dinner with headline act OneRepublic, and the groundbreaking Indian Premier League (IPL) Auction 2024.
In 2023 alone, Coca-Cola Arena hosted 25 successful corporate events for brands such as Azizi Developments, Dubai Properties, DAMAC Properties, American University and DP World.
The venue recently hosted a high-profile event for Aldar Experts, bringing together the global broker community with world renowned motivational speaker Tony Robbins followed by the much-anticipated, star-studded world premiere of ‘Bad Boys: Ride Or Die’.
Coca-Cola Arena rolled out the red carpet to welcome Hollywood actors Will Smith and Martin Lawrence, accompanied by the film’s directors.
Campaign Middle East spoke to the team at Coca-Cola Arena to ask how corporate events differ from concerts in terms of logistics.
“Corporate events are detail-oriented and tailored to the specific brand and messaging of each product launch, gala dinner, award ceremony etc., making every event unique with its own set of challenges.
“In contrast, live events primarily focus on the artist and ticket sales. As a world-class venue, we help guide organizers on best practices and support them in bringing their ideas to life.”
Corporate events are now 27 per cent of all business, with a target to grow them to 30 per cent.
“The original business plan for the corporate business model at Coca-Cola Arena was less than 10 per cent. The appetite has clearly grown and surpassed the original expectation.”
With a capacity of 17,000 visitors, and state-of-the-art facilities, the arena continues to provide a world-class platform and dynamic automated seating design allows for flexibility and creative innovation.
This was showcased during the grand unveiling of the Bugatti Residences by Binghatti, where a Bugatti was driven into the centre stage during the event.
As for Coca-Cola, it has pouring rights at our venue, so all soft drinks served are Coca-Cola products. They also support marketing promotions for specific campaigns.
