‘TheDOME’ plan to keep fans in ‘high spirits’


Frankfurt TheDome update May 2021 Image: TheDome Frankfurt

The planning stage work of ‘TheDOME’ multifunctional arena to come up near the Frankfurt Airport in Germany is making good progress.

A news release issued stated that the world’s second largest American food company PepsiCo and the Frankfurt-based largest brewery group – Radeberger Group – struck a deal with ‘TheDOME’ authorities on May 17th. This alliance has given ‘TheDOME’ a shot in the arm.

‘TheDOME’ is a planned multifunctional 23,000-capacity arena to come up in Germany.

PepsiCo, Inc. is an American multinational food, snack and beverage corporation headquartered in Harrison, New York (US), in the hamlet of Purchase. PepsiCo has interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages and other products.

Radeberger Group is the largest brewery group in Germany. It is headquartered in Frankfurt am Main (Germany) and produces beer and non-alcoholic beverages at 16 different locations. With an approximate annual production volume of 13 million hectolitres, the group accounts for approximately 15 percent of German beer production.

The Radeberger Group also enjoys the distribution rights of PepsiCo in Germany.

Fraport AG Frankfurt Airport Services Worldwide, commonly known as Fraport, is a German transport company which operates Frankfurt Airport in Frankfurt am Main (Germany) and holds interests in the operation of several other airports around the world.

In the event of ‘TheDOME’ authorities getting a positive response from Fraport, and the multifunctional arena becoming a reality, both PepsiCo and the Radeberger Group will be able to lay out a spread for visitors to the arena in terms of snacks and beverages.

The news release further stated that PepsiCo is global sponsor of the largest sports organizations in the world like the National Hockey League (NHL), National Basketball Association (NBA), the National Football League (NFL), and the Union of European Football Associations (UEFA) Champions League.

Celebrities like Beyoncé are partners of PepsiCo, and also the legendary Superbowl-Halftime show is presented by PepsiCo. For PepsiCo, sustainability also counts a lot and it strives to leave minimum carbon footprints.

Katz Group is one of Canada’s leading privately-owned firms, with operations in sports and entertainment, real estate and public and private investment, and is spearheading the whole initiative to build ‘TheDOME’ arena.

Explained Jürgen Schreiber, CEO, Katz Group, “There is no bigger entertainment than sport and we are very happy about the above alliance.”

Felix Scheuerpflug, Managing Director, TheDOME, added, “Both these international players coming forward to form alliance with ‘TheDOME’ goes on to prove the significance of the project and is also an image booster for the same.”

Maintained Frank Bleckmann, Sales Director, Radeberger Group, “We see ‘TheDOME’ as a forward-looking project – one which will go on to become the pride of the Rhine-Main region, and will also extend beyond it.”

Added Bleckmann, “We are very proud to be the exclusive catering partner for this project. We are already looking forward to catering to fans and guests in the future who would come to attend sporting events and concerts and we will keep their spirits high by serving our brand of select beers such as Radeberger Pilsner.”

Remarked Delphine Knieps, Away from Home Lead, PepsiCo, Germany, “We at PepsiCo have been involved at national and international level for decades with sporting as well as entertainment-related events and whatever we offer to people, we offer with full passion. We, along with the Radeberger Group, promise to give fans an unforgettable experience in ‘TheDOME’.”

The release concluded by stating that ‘TheDOME’ will be the largest multifunctional arena in Europe and will be able to hold 23,000 spectators for concerts as well as sporting events. In the form of added attractions, a 250-room hotel as well as a 4,000-room hotel will come up. An event hall as well as a huge parking space will also come up in the planned venue.

‘TheDOME’ will present the best entertainment, sports and special events have to offer. Whether it is the World Championships, European Championships or other major sporting events, Frankfurt will become a destination unto itself. Sports fans will experience thrilling and memorable moments in ‘TheDOME’ once it becomes a reality.

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