This means it can host everything from large-scale music concerts to shows and gala dinner evenings.

A viewing terrace is also positioned at the stage end of the arena on level three and can be used for premium packages and after-show parties.

[13] Coca-Cola Arena has been a stage for concerts by Simple Minds, Bastille, Demi Lovato, Hans Zimmer, Lewis Capaldi, Jason Derulo, Justin Bieber, 50 Cent, Martin Garrix, Maroon 5 and many other singers.

[14] Apart from that it hosted several comedy shows, featuring famous comedians such as Kevin Hart, Michael McIntyre and Trevor Noah.

[14] In 2024, the stadium hosted Euroleague Basketball Next Generation Tournament, which was won by the youth team of Ratiopharm Ulm.