Having already made a name for itself as a forerunner in bringing international acts of entertainment to the UAE’s shores, du Live! now has a new destination – the iconic concert arena and forum on Yas Island. As part of the Middle East’s first naming rights partnership, signed between du and FLASH Entertainment, the well-known entertainment venues Yas Arena and FLASH Forum will be renamed to du Arena and du Forum.

The announcement of the four-year partnership was made at the Yas Viceroy Hotel on Yas Island, Abu Dhabi. Guests and media experienced a concert-like atmosphere in a re-creation of the du Arena. Speaking at the conference was Osman Sultan, CEO, du and John Lickrish, CEO, Flash Entertainment.

Present at the event were Farid Faraidooni, Chief Commercial Officer, du, along with other Senior Management from the company and FLASH Entertainment Senior Management Team.

du Live! has been associated with some of the finest entertainment to come to the UAE, including Red Bull X-Fighters and the du World Music Festival. The newly announced partnership with FLASH Entertainment will carry du’s entertainment platform to a next level, by lending the telecom company’s name to what has become the hallmark of quality live entertainment in the UAE.

“This move is a natural evolution for our entertainment platform, du Live!, and a natural progression in our relationship with FLASH Entertainment. Through this partnership, we are reinforcing our commitment to continuously supporting Abu Dhabi as the home of live entertainment in the Middle East. Simultaneously, we are enhancing our customer experience by bringing them even closer to the entertainment they enjoy,” said Osman Sultan, CEO, du. “Together with FLASH, our vision is turn two good venues into something even greater, and we are very excited by the potential presented by this partnership,”he added.

Speaking at the announcement, John Lickrish, CEO of FLASH Entertainment said, “Over the last few years, FLASH Entertainment have established the Arena and Forum on Yas Island as two of the region’s premium live event venues”, he continued “We have worked with du since 2008 and today marks a proud new chapter for both organisations. We look forward to working side by side for many more years to come, bringing the very best live events to the du Arena and du Forum” 


Joumana Saad

Before joining SME Advisor, I worked as a producer/reporter for Forbes Media in New York. I obtained a Bachelor’s degree in Journalism and International Studies at the University of South Florida in the US. I am currently in Dubai working as Sub-Editor for SME Advisor Middle East, which is a business magazine published by CPI. You can follow me on Twitter: @joumanasaad or @SMEadvisorME and (Joumana Saad) or (SME Advisor) on LinkedIn.