BookMyShow expands into Middle East with Coca-Cola Arena deal

Indian entertainment giant BookMyShow has signed a five-year “landmark” deal with the AEG-owned Coca-Cola Arena in Dubai.

Under the agreement, BookMyShow will have the preferred ticketing rights to all events taking place at the 17-000-capacity venue between 2019 and 2024.

The partnership marks the first global arena deal by the Mumbai-based company as it looks to expand into the Middle East and further into the entertainment world.

BookMyShow will also provide content for the Coca-Cola Arena over the next five years including music, comedy, sports, live events and exhibitions. The deal will launch with a performance from Westlife’s Twenty Tour in August.

Ashish Hemrajani, founder and chief executive, BookMyShow, said, according to Khaleej Times: “The Middle East is a critical yet under-served market when it comes to such entertainment experiences for consumers. The partnership with the Coca-Cola Arena in Dubai will enable us to bring the best of the world’s and India’s entertainment experiences to consumers in the Middle East.”

Guy Ngata, AEG Ogden’s CEO of Coca-Cola Arena, said: “Our partnership with BookMyShow is based around a number of core elements, including live event promotions and preferred ticketing, which enables the vast experience that it has developed in India and South East Asia to be applied in Dubai.”

Last month, Coca-Cola agreed a long-term deal to take on naming rights to the soon-to-open Dubai Arena. Under the 10-year deal, the facility will become the Coca-Cola Arena. The largest indoor facility of its kind in the Middle East and North Africa region is due to open in June.

Image: AEG Ogden