First State Super wins ICC Theatre naming rights
First State Super has secured naming rights to the International Convention Centre (ICC) Sydney’s theatre.
The 8,000 seat ICC Sydney Theatre will be known as First State Super Theatre for 10 years.
“We are delighted to be strengthening our partnership with First State Super, an existing equity partner of ICC Sydney, through the naming rights agreement. Their increased investment in the project is a clear sign of confidence in our operation and a result of the reputation we’ve built for the venue,” said ICC Sydney CEO Geoff Donaghy.
“We will work collaboratively with First State Super to ensure their members, and all of our patrons, enjoy exceptional experiences at the newly named First State Super Theatre.”
First State Super CEO, Deanne Stewart, said the deal will lift the brand’s profile.
“ICC Sydney is internationally renowned for the quality of its venues, people and culture,” Stewart said.
“It’s an investment that is delivering great returns for our members and the economy, and it’s an asset that our members can feel proud to own. The First State Super Theatre is at the heart of the Sydney community, and we’re proud to be here.”
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Naming rights for sports venues and theatres has to be the dumbest idea in marketing history. It excludes, confuses and annoys the very people who the venue seeks to attract. It’s the case study of economic elites pleasuring one another at the expense of those who pay their wages. Yes the venue gets money; yes the sponsor gets freebies and an ego trip; and the punters get shafted, as they try to remember what and where the hell the venue with the stupid name is. If they ever do, it changes again. Here they’ve learned what “ICC” means and where it is. Now these out of touch, indulgent dunderheads will confuse everyone for 12 months until everything turns sour and it changes its name again, And again. And again. They’re living and thinking inside a bubble. It’s time to burst it.
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I thought ICC was International Cricket Council. What is it doing sponsoring a venue in Sydney.
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