Naming rights available for renamed Sydney Entertainment Centre
The ICC Sydney Theatre will be renamed the Entertainment Centre, with expressions of interest now open for a naming rights partner.
The 9,000 seat venue was built in 2016 as a replacement for the old Sydney Entertainment Centre, which was demolished that same year. It is contained within the larger International Conference Centre, which also houses an exhibition centre, and convention centre.
The ICC is owned by Legends ASM, who operate over 4,000 venues and stadiums worldwide, including Yankees Stadium in New York, Suncorp Stadium in Brisbane, the Qudos Bank Arena in Sydney, and Allegiant Stadium in Las Vegas.
Full page ad in the AFR (click to expand)
A full-page ad announcing the renaming and offering the naming rights appeared in the Australian Financial Review, along with a claim of 46.7 million in reach per annum. ASM tells Mumbrella this figure represents the total (not de-duplicated) owned and earned media digital reach across multiple platforms.
Chairman and CEO of Legends ASM APAC, Harvey Lister, said in a press release the familiar name represents a “Back to the Future moment for Sydney” and offers “a rare and powerful naming rights opportunity for a brand ready to take centre stage.”
He said the venue has 125 ticketed events scheduled for 2025.
“The timing is perfect for a brand to be linked to the next evolution of the site, once a new partnership deal has been inked.”
The ICC Sydney Theatre as it appears now
Expressions of interest are now open for brands “seeking long-term visibility, emotional connection, and experiential ownership in a premium, high-volume environment.”
Don Elford, director of global partnerships at ASM Global (APAC) said this is a “once-in-a-decade chance to align a brand with moments of deep audience passion that matter.”
Alongside naming rights, the partnership will also include access to the venue’s out-of-home advertising assets, which consist of 19 large-format digital signs in the Darling Harbour precinct.
“For the right partner, it’s a powerful commercial and cultural statement that will resonate 24/7, all year round,” Elford said.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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topics
Darling Harbour
harvey lister
ICC Sydney
Legends ASM
sydney entertainment centre
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