Live Nation Middle East and BRAG Bring Year-Round Live Entertainment to Expo City Dubai

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The move positions the legacy site of Expo 2020 as a permanent hub for music, culture, and community gatherings in Dubai.

Jubilee Park can host 12,000 people, Al Forsan Park 5,000, and the Millennium Amphitheatre around 2,000. Together, they provide the flexibility to stage everything from blockbuster festivals and touring acts to smaller cultural programs and community events.

Expo City has already proven its pull as a stage, with past events ranging from the Untold Music Festival and Elrow, to FIFA’s World Cup Fan Zone, and concerts by Jungle, Amr Diab, Tiësto, and Rahat Fateh Ali Khan.

The new partnership formalizes its ambition to remain a year-round destination for live entertainment long after Expo 2020.

Amna Abulhoul, Executive Creative Director of Entertainment & Experiences at Expo City Dubai, underlined the vision: the partnership, she said, ensures the site “remains a place where people gather, celebrate, and connect through culture.”

James Craven, President of Live Nation Middle East, described Expo City as a “future destination for live entertainment” where global acts can be showcased in a “distinct cultural setting.”

BRAG’s CEO & Creative Director, Ramzi Nakad, stressed the versatility of the venues as “blank canvases” that can adapt to festivals, art showcases, global summits, or grassroots cultural projects.

The partnership is also designed to align with the UAE’s Net Zero 2050 strategy and Expo City’s own sustainability goals. Standards being introduced include carbon footprint tracking, waste reduction, renewable energy use, and eliminating single-use plastics—a push to make these venues a regional benchmark for sustainable events.

Over the past decade, Dubai and neighboring cities have steadily built infrastructure to host international festivals and touring acts, challenging long-standing dominance by Europe and North America. This tie-up reinforces its role as a creative force shaping the UAE’s events scene. For the Middle East, this marks another step in its evolution as a global live entertainment market.

With Expo City’s venues now under the management of Live Nation and BRAG, the UAE is making a clear play to cement its position as the region’s cultural and live entertainment capital.