Coca-Cola Arena

Experiential · 2026

The arena opened a paid behind-the-scenes tour of Dubai's largest indoor venue, taking guests through the areas normally reserved for artists and crew and selling the building itself as a visitor attraction between show nights.

Launch · 2025

The arena launched Tempo, its own in-house catering and food brand, and later extended it with Tempo Garden. The launch was pitched to fans as a reason to arrive early rather than as a concessions upgrade.

Other · 2025

A limited-edition swag collection co-branded between Coca-Cola Arena and Coca-Cola, sold as merchandise around the venue's event calendar and used to tie the arena's name back to its title sponsor.