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Al Ahli Group’s 117Live announces Tracy Watchorn as their new Director – Sales & Marketing

Tracy Watchorn

Dubai: 117Live, the leading entertainment company based in Dubai, is pleased to announce Tracy Watchorn as their new Director – Sales and Marketing. 

Recent investments into and launch of 117Live, its 25,000-capacity amphitheater, Dubai Autism Rocks Arena, and a roll out of a top of the line events calendar have seen an increase in large scale and now season long marketing and partnership opportunities materialize for brands, retailers and service providers across the region and this strategic appointment marks the further growth of the 117Live brand and its live events business.

Tracy joins 117Live with more than 10 years of Sales and Marketing experience in the International Sports and Entertainment business. Having worked with renowned events organizations such as FIFA Club World Cup, Dubai Rugby Sevens and Flash Entertainment, Tracy brings with her a wealth of regional sales and sponsorship experience. In her previous roles, she was responsible for developing and implementing successful sales & marketing strategies, managing partner relationships and maximizing optimization on investments.

At 117Live, Tracy will play a vital role in upgrading the in-house Sales, Marketing & Digital team and overseeing the PR strategy. Tracy will work with the other Al Ahli Group Business Units to maximize the group wide event association and to ensure synergy between relevant sister companies like Gold’s Gym, ComiCave, Little Manila, Dubai Outlet Mall and theAudience. With her diverse experience, she will be instrumental in broadening the commercial reach of the now well-established concert venue, Dubai Autism Rocks Arena, and securing new and innovative partnership deals.

“This is an exciting time for 117Live Events as we continue to grow our business and bring in-demand international artists & unique events to the UAE. I’m delighted to welcome Tracy to 117Live; she brings a wealth of marketing and partnership experience, has a great reputation within the corporate and media communities and will be an asset to our management team. Her regional connections will be invaluable to us and will help drive forward our growth plans as well as it will help us deliver more new and innovative branding, partnership and marketing opportunities to our clients and partners”. commented the CEO of 117Live Events, Thomas Ovesen.

117Live captured the essence of the entertainment industry within months of its entry into Dubai and has successfully established itself as a front runner in Live concerts and unique events. With my experience, industry knowledge and strong regional contacts, I hope to further elevate the brand image of 117 and expand the portfolio of clients & partners. I look forward to working with the dynamic team and continuing to deliver the best that the industry has ever seen” said Tracy Watchorn, Director – Sales and Marketing at 117Live Events.

117Live Events is known to host sold-out live concerts and exclusive events. They have brought top international artists to the region including Justin Bieber, Guns ‘Roses, Nicki Minaj, Bryan Adams, Flo-Rida and debuted their first festival brand Fiesta De Los Muertos last year. This year, Dubai will see multi-platinum artists like Ed Shereen, Jennifer Lopez and Elton John perform LIVE and the second edition of Fiesta De Los Muertos with a star-studded lineup will be headlined by the Damon Albarn lead virtual band Gorillaz – more artists to be announced! 117Live Events is also bringing unique concept events to the region including Capturing Pablo, where the real DEA agents involved in the capture of Pablo Escobar will be seen LIVE at Dubai College.

About 117 Live:

117Live is Al Ahli Holding Group newest subsidiary, launched in December 2015. From concerts and shows to corporate events, 117Live will manage all live events for Al Ahli Holding Group (AAHG) and its brands, bringing international standards not only to the Middle East region, but to Far and South East Asia, and the Americas. With its very own purpose-built arena (The Autism Rocks Arena) and dedicated team that specializes in live entertainment booking and concert management and promotion, 117Live looks to revolutionize the face of live entertainment in the region. The Autism Rocks Arena opened its doors to the public in March 2016 with a show from the princess of pop herself Nicki Minaj, with the following weekend playing host to the Autism Rocks Fest featuring Tyga and Florida. The new season will be kicked off with Dubai’s biggest Halloween party featuring Major Lazer, DNCE, All Saints and many more, as well as the launch of Dubai’s first ever popular culture festival ‘PopCon’ starring an array of beauty, fitness, gaming and Cosplay stars-across the same weekend. 2017 has kicked off in style with shows from Guns N Roses, Bryan Adams and Justin Bieber. Stay tuned to 117Live’s social media channels @117Live on Facebook, Instagram and Twitter and 117live.com for all other information.