Flash Entertainment has sold the naming rights to Abu Dhabi venues Yas Arena and the Flash Forum to Dubai-based telecoms operator Du in a four year deal.
The venues, which are now officially known as the Du Arena and Du Forum is seen as an expansion of the firm's presence in the country's capital, as well as its association with live music.
The operator has had a long history of sponsoring major music events through its Du Live brand. February's Dubai World Music Festival was the latest event to carry the Du Live branding.
"Du signs four-year deal: Yas Arena and FLASH Forum to be renamed du Arena and du Forum," tweeted Farid Faraidooni, du's chief commercial officer at the press conference.