UAE telecoms operator du has signed a four-year sponsorship deal with Abu Dhabi’s Flash Entertainment, which will see the emirate’s concert venue Yas Arena rebranded du Arena.
Under the terms of the partnership the Flash Forum will be renamed du Forum. The deal marks the Middle East’s first naming rights partnership, du said in a statement Sunday, without adding the value of the deal.
“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,” Osman Sultan, CEO of du said.
The company is a regular sponsor of local events such as the Red Bull X-Fighters and the du World Music Festival.
Yas Arena has played host to numerous international artists, including Janet Jackson, Elton John and Britney Spears.
US pop star Madonna is set to make her first Middle East performance at the venue on June 3 and 4 as part of her MDNA 2012 World Tour.