Melbourne theatre rebrands as The Coopers Malthouse Theatre
The Malthouse Theatre on Melbourne’s Southbank has been renamed as The Coopers Malthouse Theatre.
The announcement:
The Malthouse Theatre announced a new major partnership with Coopers on Tuesday September 10.
In a significant multi-year naming rights deal the home of Malthouse Theatre, a unique former brewery site in Melbourne’s Southbank, will adopt a new name, The Coopers Malthouse.Announced as part of Malthouse Theatre’s 2014 Season Launch, this exciting new partnership cements a relationship between two iconic Australian brands known for their passion and commitment to quality, craftsmanship and creativity. It will connect two beloved Australian companies whose shared values reflect a commitment to the power of imagination, the importance of community and, of course, an irreverent approach to life that prioritises a little joie de vivre.
Malthouse Theatre’s Chair, Simon Westcott is thrilled to announce the new partnership, declaring: “The Malthouse is one Melbourne’s most beloved buildings and performance venues. It’s a unique space that really hums with the excitement and energy that comes from people engaged in artistic work. Coopers are the perfect fit for a relationship with The Malthouse. They too have a rich heritage and Coopers’ obvious connection to the building’s previous life provides a fertile space for innovative creative initiatives. The brands and the people behind them also share so many similar values – both are driven by a small group of passionately committed people who value quality products, whether artistic or consumable, and the care that is taken by those who create them.”
Coopers is equally delighted to lend its name to The Coopers Malthouse. Chairman, Glenn Cooper stated:“Coopers has been in existence for more than 150 years, but we are always keen to extend our connections to the broader community. We are extremely proud to enter into this partnership with The Malthouse, an iconic Melbourne institution – it’s a natural fit for our brand. Of course, it’s impossible to ignore the name ‘Malthouse’ and its association with beer and brewing, but Coopers has had a long held commitment to support of the arts which has highlighted the natural affinities existing between our organisations. For many years Coopers has been synonymous with support for the arts in Adelaide, and this new partnership with The Malthouse is by far our most significant commitment outside of South Australia. Coopers has seen enormous growth in Melbourne over the past few years, so we are delighted to have found an opportunity to engage with and support the local community and a key Melbourne institution in a deeper and more meaningful way. I know I speak for the entire company when I say how excited we are to have cemented what is sure to be a productive and exciting partnership for both organisations.”
The partnership offers an exciting opportunity for both organisations, and marks a particularly
successful 12 month period for Malthouse Theatre in attracting investment by both philanthropic and corporate supporters. This trajectory started with a new relationship with Maureen and Tony Wheeler in 2012 to provide a series of international touring and director exchanges that will continue to bear fruit in 2013, 2014 and beyond.
Source: The Coopers Malthouse media release.
