Live Nation Middle East inks deal to turn Egypt’s New Capital into entertainment powerhouse

Egypt's Administrative Capital for Urban Development (ACUD) has announced a landmark partnership with Live Nation Middle East and TicketsMarche to transform the country's New Administrative Capital (NAC) into a premier entertainment destination.

The agreement will see key venues—including People’s Square, Nation’s Park and the Green River—transformed into world-class event spaces, hosting large-scale productions that promise to redefine the region’s entertainment landscape.

Khaled Abbas, Chairperson of ACUD, underscored the initiative’s broader impact on Egypt’s tourism and entertainment sectors. “Our goal is to host more than 10 major events in 2025 and beyond, showcasing the New Administrative Capital’s capability to host global productions. These events will draw large crowds, contribute to tourism, and position the city as a world-class entertainment hub,” he told Daily News Egypt.

James Craven, President of Live Nation Middle East, highlighted the partnership’s ambition: “Together, we aim to set a new standard for live events in the Middle East, creating unforgettable experiences that will firmly place Egypt’s New Administrative Capital on the global entertainment map.”

Mohamed Sirag, Managing Director and Chief Commercial Officer of TicketsMarche, described the collaboration as a defining moment for Egypt’s entertainment industry: “This partnership represents a transformative moment for Egypt and the wider region’s entertainment industry. By combining Live Nation Middle East’s global expertise, the cutting-edge venues of the New Capital, and TicketsMarche’s dedication to improving the ticketing experience, we aim to redefine live entertainment. This collaboration is about more than hosting international acts; it’s about establishing Egypt as a premier entertainment hub and setting new global standards. Together, we will create unforgettable experiences while showcasing Egypt’s progressive vision and rich cultural heritage to the world.”

Egypt’s New Administrative Capital (NAC) is a massive urban project located about 45 kilometers east of Cairo. Announced in March 2015 by then-Housing Minister Mostafa Madbouly during the Egypt Economic Development Conference, it’s designed to become Egypt’s new capital, easing Cairo’s overcrowding and supporting the country’s economic ambitions under the Egypt Vision 2030 initiative. Spanning 170,000 feddans (roughly 714 square kilometers), the NAC is being built in phases, with the first phase covering over 40,000 feddans. It aims to house 6.5 million people and includes a government district, diplomatic quarter, cultural areas, a central business district and 21 residential zones.