International Convention Centre Sydney seeks first commercial partner
The International Convention Centre (ICC) Sydney is seeking its first commercial partner for the ICC Theatre.
The announcement:
ICC Sydney Theatre Seeks Prestigious Naming Rights Partner
International Convention Centre Sydney (ICC Sydney), Australia’s premier convention, exhibition and entertainment venue, is seeking its first commercial naming partner for the world class ICC Sydney Theatre.
Sounds like some finance type is having fantasies about monetising an asset, but because he/she is clueless when it comes to marketing and communications, no thought is given to confusing the public when the theatre is named after a brand. Every time a promoter seeks an audience, the message becomes muddled and nobody knows which venue is being talked about. Just see the fiasco with sporting stadiums – nobody knows which is what or where as the names change every 5 minutes.