During its history, the arena has also hosted numerous musical concerts, particularly rock concerts, which has led to the arena being given the nickname of "Templo del Rock" ("Temple of Rock"). The first band to perform there was "Banda Spinetta", leaded by Luis Alberto Spinetta, in September 1978. From 2006 to 2012, the arena had the name sponsorship of Estadio Pepsi Music (Pepsi Music Stadium), as part of a multinational marketing campaign of the Pepsi company, which sponsored rock festivals and concerts at the arena.