#SBS24 next month in Manchester! Welcome Wembley Stadium, Oxford United, Juventus FC, Sodexo Live!, Croke Park, Sviby, Stadio Algarve, Keppie Design, Everbank Stadium, Kulture City, PAM, Duracell/Procell, Trusts Arena, Worldpay, Suncorp Stadium... Join them
Driving your revenues, sustainability and fan experience: #SBS24 – 15th annual TheStadiumBusiness Summit in Manchester on 17-18-19 June


Coca-Cola Arena launches community campaign as clubs look to keep fans engaged

Coca-Cola Arena is seeking to bring the Dubai community together during COVID-19 by launching a city-wide campaign calling on residents to showcase their talents whilst staying at home.

Be Live In Dubai is running on Coca-Cola Arena’s Instagram and Facebook accounts throughout April in a bid to showcase a range of talents across the community whilst also calling for performers to say why they believe in Dubai.

Performers of any ability are being asked to film themselves at their homes performing a song, playing an instrument or showcasing another talent across dance, comedy and sport and upload their video to Instagram using @cocacolaarena and the hashtag #BeLiveInDubai.

Coca-Cola Arena is showcasing the very best performances via its Facebook and Instagram accounts at 5pm local time each weekday.

Guy Ngata, CEO of Coca-Cola Arena, told TheStadiumBusiness.com: “Be Live In Dubai is all about putting a smile on the faces of the community and providing a fun element to people’s daily routines. Dubai consists of a wonderfully diverse population, and one that should always be celebrated, and the initiative is our way of bringing that community together during this new temporary norm of us all staying at home.”

Coca-Cola Arena is currently approaching its one-year anniversary after officially opening its doors to the public with a performance by Canadian comedian Russell Peters on June 6 before a sell-out show by US band Maroon 5 on June 14.

The first and largest fully air-conditioned, multi-purpose indoor arena in the Middle East, and the only arena to operate year-round in the region, Coca-Cola Arena is situated within the urban lifestyle destination of City Walk.

Owned by Dubai-based developer Meraas, the 17,000-capacity arena is operated by ASM Global.



Teams around the world are also continuing to come up with methods to keep fans engaged in the absence of live sport. The Milwaukee Bucks NBA franchise has launched BucksPlay, a new content hub that will offer behind-the-scenes footage, player lifestyle features and access to the in-arena experience.

BucksPlay will include interactive challenges, one-on-one player interviews and additional content such as Driveway Drills, an instruction video from the Bucks coaching staff. Kenneth Hardiman, executive chef at the Bucks’ Fiserv Forum arena, will also offer meal prep tips, while fitness tips will be provided by team staff and players.

The Bucks hope that fans will still experience the “energy and entertainment” of games despite Fiserv Forum being closed. Content will be divided into five specific channels.

‘Fan Zone’ content will feature in-arena player features, the Bucks Entertainment Network and fan-created content. ‘The Huddle’ will look to connect fans back to the sport and players, while ‘In Six’ will highlight players’ off-court personalities.

‘The Neighborhood’ content will provide resources for fans relating to the COVID-19 crisis, including PSAs, features on the efforts players are making in Milwaukee on their home towns, and a directory of Bucks business partners who remain open during the crisis.

‘Youth Hoops’ will look to keep younger fans engaged through arts and crafts activities, instructional opportunities and links to additional resources.

In Italy, Serie A football club AC Milan has teamed up with mindfulness and meditation platform Headspace to introduce the ‘Milan is Yours’ community support initiative during the COVID-19 crisis.

Headspace will provide Milan fans with access to its iOS and Android app, offering more than 1,200 hours of content about meditation techniques, live meditation sessions and mindful workout plans to diminish stress, anxiety and disrupted sleep patterns.

A complimentary one-month subscription will be offered to fans as part of the agreement and this will be extended to three months for all AC Milan Cuore Rossonero cardholders. Tomorrow (Friday), goalkeeper Asmir Begović will take part in a ‘Take Ten’ live meditation session alongside Headspace co-founder Andy Puddicome with the ‘Train Your Mind’ theme. The session will be streamed live on the Headspace Instagram Live channel.