Yas Arena rebrands after deal with du
ABU DHABI // Just when taxi drivers can comfortably find their way to the Yas Arena, its name is changing.
The two concert venues on Yas Island will now be called the du Arena and the du Forum, following a partnership deal announced today between the telecom provider du and the concert promoter Flash Entertainment.
The four-year deal will mean infrastructure changes at the two venues, including multiple entrance points depending on ticket type instead of just one entrance for everyone, and additional plaza areas.
Traffic congestion and safety issues are being considered and the changes will be in place in time for the Madonna concerts at the arena on June 3 and 4.
The focus is not only on the new logo, but also on the entire user experience, said Osman Sultan, the chief executive of du.
"It's all about excitement and happiness because it's about music, culture and entertainment," he said.
du did not disclose the value of the Yas Arena deal, but experts said it would be substantial.
"I'm not aware of anything of that scale in the Middle East," said Hermann Behrens, the chief executive of The Brand Union Middle East, a brand and creative design consultancy agency. "du's investment would be significant."
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Updated: May 13, 2012 04:00 AM